Rethinking Marketing in a Solutions World | IT Services Marketing Association

Title:

Rethinking Marketing in a Solutions World

Author:

Rob Leavitt, Julie Schwartz, Steve Hurley, Dave Munn

Date Published:

March 12, 2005

Ref. Number:

U0049

Pages:

Amid dramatic changes in the technology marketplace in recent years, many IT providers are trying to move up the value chain by providing more comprehensive and business-oriented solutions. The move to solutions responds to buyer demand for business value as well as providers’ needs to stake out competitive differentiation and new areas for profitable growth.

To succeed with solutions, however, requires companies to rethink virtually every aspect of the way they go to market. This ITSMA Update highlights the seven key initiatives that companies must take to market and sell solutions:

Substantially deepen customer and market intelligence
Strengthen collaborative solutions development
Rebalance push and pull marketing
Invest in micromarketing
Emphasize business value messaging
Align sales support to the solutions buying process
Manage the total client experience

The Update explains the importance of each initiative, and includes successful examples from such companies as Accenture, BearingPoint, EDS, HP, Unisys, and Wipro.

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