Author Archives: Lisa Singer

About the Author

Lisa Singer is Research Director, Portfolio Marketing, at SiriusDecisions. Lisa has more than 20 years of international experience with global marketing and product management, with an emphasis on strategic alliance and business development. Follow Lisa on Twitter @lisagsinger

The Road from Product to Solution: Resource Allocation Challenges

We talk to many organizations that are transitioning their go-to-market strategy products to solutions. They often recount several challenges, such as creating the high-level messaging required for a successful solution strategy. For established organizations centered on products and business units, the evolution can be especially difficult, especially when it comes to revenue allocation for solution sales. Here’s what happens: First, the organization adopts a solution-focused strategy. Solution teams develop bundles, integrated solutions or a marketecture approach for the vertical or horizontal market of choice. Sales are reorganized around industry targets, and reps are well trained in the offering and domain. The entire plan is best-in-class, and the sales start to roll in.

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Which Bundle Is Right for You?

Some bundles are too small. Some bundles are too big. This one is just right! Many organizations are working toward simplifying their product lines by offering bundles, as opposed to a long list of options that buyers must choose from. Sellers do this for a number of reasons. First, it may help gain share of wallet, since bundles provide value for buyers, ideally by offering components together at a lower price. Second, bundles help buyers chose the correct level of offering, especially if the offering is new and buyers don’t know exactly what they need to purchase. The question is: What is the best way to construct a bundle without leaving money on the table or offering over-featured bundles to customers who really just want the bare minimum?

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What’s Your Solution Type?

As b-to-b organizations have moved to solutions over the past several years, SiriusDecisions has rolled out a solution model to clarify the meaning of “solution” and describe the different approaches to solution implementation and marketing. The model describes the following types of b-to-b offerings:

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How to Close the Deal in All Three Regions

So you’ve taken your prospect through the buying cycle to the last step: choosing the vendor. The senior business executives, who have not been involved since the early stages, are now smack in the middle of the decisionmaking process. How can you make sure you close the deal?

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The Do’s and Don’ts of Persona Development

At SiriusDecisons, we look at a lot of persona work, including best-in-class usage of persona information. Based on our research, here are some dos and don’ts to consider as you embark on your persona journey:

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Migration Planning: 10 Steps To Retire Old Offerings and Keep Your Customers

We talk to many software clients facing the challenge of smoothly moving to new software platforms without major customer losses. These software moves are usually prompted by the need to sunset an acquired product or replace a legacy product with a software-as-a-service (SaaS) offering. What is the best way to migrate customers to the new offering? Here are 10 steps to plan a successful migration:

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How Do You Compete Against Free?

Several weeks ago, I attended Boston ProductCamp and discussed pricing with a group of product managers. One of the main points of our conversation was how best to compete against products offered for free. Companies have been managing this issue for years. Linux is free, yet Windows and Mac operating systems still exist. GIMP and Photoshop coexist today as well. Free offerings are part of the competitive landscape, so take this as a challenge to validate and accentuate the value you provide to customers. Here are some ways to compete with free:

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Do You Let Customers Set Prices?

Many product management and marketing leaders tell us that they carefully develop pricing according to business strategy, and that their pricing is guided by three requirements: the needs of the buyer, the value the offering delivers and profitability. But they fail to set strong pricing policies to ensure the fruits of the strategy are delivered. Without this policy, every transaction runs the risk of becoming an “exception,” and customers – not the organization – end up setting prices.

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Beware the Big Deal

It happens to sales leaders and product managers all the time. You get an email announcing a huge deal in the works that must be approved IMMEDIATELY, otherwise the deal will go away forever. Here is a checklist of items to consider when evaluating a proposal with significant discounting.

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What’s the Best Way to Announce a Price Increase?

There comes a time in every product’s or solution’s lifecycle when a price increase must be executed. As we’ve seen in the last several years, prices of raw materials can rise as a result of natural events or increased demand. Costs can also rise due to inflation. Whatever the reason, the increase should be announced – but in a carefully planned manner. The following is a list of best practices.

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