From Services to Solutions: Comprehensive Approaches to Solutions Marketing

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From Services to Solutions: Comprehensive Approaches to Solutions Marketing

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Research Abstract

The movement toward “solutions marketing” by IT services suppliers has become a veritable stampede. Sales pitches, marketing campaigns, and advertisements these days all highlight “solutions.”
While there is great emphasis on solutions, there is little industry convergence on a consistent approach for going to market as a solutions provider. This Update helps clarify key issues and challenges that surround solutions marketing, and outlines three organizational approaches. Solutions marketing examples from Honeywell, IBM, and KPMG Consulting illustrate the three approaches.