All too often, the claims for competitive superiority made by IT services organizations cover similar if not identical spans of capabilities, and thus fail to articulate a unique value proposition from the buyer’s perspective. Yet an increasingly competitive market landscape demands that successful services firms create clear differentiation.

This ITSMA Europe Case Study details the process by which HP Services creates detailed, customized value propositions that respond to specific buyer priorities and differentiate HP’s services offerings in a crowded market. The process is designed to tie HP’s IT solutions with the primary business issues and challenges faced by the CXO-level executives that have become increasingly influential in the buying process.

The case study outlines HP’s new view of the role of marketing, the marketing framework for developing value propositions, and the use of value propositions in structured communication programs for target CXOs.