Solutions Marketing: Is it Really Different?

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Solutions Marketing: Is it Really Different?

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Research Abstract

Is “solutions” just a useless buzzword, or is marketing solutions really something different, requiring a different approach from marketing products or services? Many ITSMA members are grappling with just this question and struggling to figure out how best to market and sell complex packages of products and services that address specific business needs. Among other things, the firms are improving capabilities to support cross-selling, team selling, and collaborative marketing and selling with partners.
This online briefing, led by Julie Schwartz, ITSMA’s vice president of research, and Steve Hurley, ITSMA’s vice president of learning and performance excellence, emphasized the best practices, skills, culture, and behaviors required to succeed in marketing complex, technology-based business solutions.