Communicating Solutions: Why Is It So Difficult?

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Title:

Communicating Solutions: Why Is It So Difficult?

Author:

Steve Hurley

Date Published:

March 2004

Ref. Number:

OLB031604

Pages:

47 Slides

Description:

If customers want to buy integrated solutions tailored to their business problems, and vendors are racing to answer the call, why do the two groups so often talk past each other?

For all the rhetoric that has taken over vendor websites, collateral, and PR, prospective buyers remain skeptical and confused when hearing about so-called solutions. This ITSMA briefing outlines a four-part framework for developing effective marketing communications programs for solutions:

Aligning internally around the right offers and messages
Using thought leadership to build awareness and interest
Developing the right vehicles to reach the right customers
Demonstrating credibility with references and success stories

Incorporating case study examples from Wipro, Hewlett-Packard, and EDS, the briefing highlights specific challenges, strategies, and recommendations for getting from here to there.

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