For many providers of IT services and solutions, shifting from a technology-focused approach to one based on business value requires substantial changes in marketing and sales. Engaging successfully with C-level executives and other business leaders demands different skills, insights, and programs than working with IT buyers.

This ITSMA Europe Case Study reviews a how Unisys developed and uses its Value Adding Solutions Provider (VASP) program to increase revenue and gain strategic partner status with key financial services clients. Focusing on client-centric marketing and engaging C-level executives and board directors, the program emphasizes five critical initiatives:

• Segmenting and profiling clients using business drivers
• Creating value-based client references
• Leveraging value statements to create sales tools
• Working with account teams to profile and target key accounts
• Communicating value in the client’s language