Tag Archives: Solution Marketing

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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What’s Really the Difference Between Solution and Product Content?

There’s a big difference between solution messaging and product messaging. However, a lot of solution content falls short of its intended goal – not really manifesting into anything other than product content. Good solution content might not even mention a product. It’s more focused on engaging the audience in a conversation, at least at first. Here are the common attributes of best-in-class solution content.

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Solution Messaging: Don’t Write Copy. Build a Grid Instead.

The best way to start creating solution content is not to write copy. Before pen goes to paper, or fingers go to keyboard, stop. Before you create anything, draft the structural framework of the messaging. SiriusDecisions recommends a creative brainstorming session that involves whiteboarding the ideas in a grid structure.

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The Product and Solution Marketer of the Future

As an analyst, I’m often asked: “What does the future product or solution marketer look like?” The answer is that the need to shift from downstream launch execution (content and ...

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Industry Solutions: Look Before You Leap

Before your enterprise makes the decision to go vertical, SiriusDecisions recommends you ensure that moving to an industry-oriented go-to-market strategy is the right course of action.  A common mistake to ...

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The Difference Between Product Marketing and Solution Marketing

SiriusDecisions estimates 55 percent of B2B enterprises go-to-market primarily leveraging their solution marketing function, either through a horizontal solution or industry vertical orientation. As enterprises shift their focus from product ...

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