Description:

Organizing marketing around solutions requires substantial changes in the roles and responsibilities of the entire marketing function. Marketing must become more strategic, taking on greater leadership responsibilities within the firm. Marketing must work more closely with virtually all other departments, as well as with business partners. Marketing must get more directly involved with clients, from the development of customized solutions through solutions delivery and into the measurement of business results.

Some of the changes are simply good marketing practice that IT firms should have been doing all along, but often have neglected. Others are more innovative, and require greater creativity and risk-taking. In this presentation, Rob Leavitt, ITSMA's senior director of marketing and member advocacy, reviews ITSMA's latest research on how companies are responding to the solutions marketing challenge. The presentation highlights ITSMA's Solutions Roadmap, a developmental model for how companies achieve solutions mastery, along with specific examples of solutions marketing initiatives from top firms across the industry.