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Moving From Product to Solution Innovation

How do we move the business from a product to solution focus?

Organizations that have successfully shifted from a product to a solution business strategy have realized higher revenue contribution through higher price points, greater average deal size, increased customer satisfaction and strong buyer relationships. SiriusDecisions helps b-to-b leaders drive solution-based innovation and address the challenges that can hinder success.

What Our Clients Say

“Dell’s initial success with the SiriusDecisions Campaign Framework demonstrates the business benefits of adopting a customer-centric marketing approach. In addition, Dell has increased marketing efficiency and accountability through the use of a common taxonomy and standardized budgeting and measurement.”


SiriusDecisions Select Practice

Dell increased effectiveness and accountability by progressing from a product focus to a solution focus.

Read client story here
Faster-growing organizations are 10 percent more likely to have a shift from product-centricity to audience-centricity highly influence their marketing strategy over the next two years.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

Go-To-Market Strategy

Transformation

Sales Asset Management

Sales Onboarding

Sales Strategy

Pricing and Packaging Strategy

Key Issues

Issues One

Is there a clear definition of what solution means in your organization? Does everyone mean the same thing when they use that word?

Issue Two

What is the roadmap to prepare your existing salesforce to move from selling products to solutions? Does your organization have the right skill set and processes in place, compensation plans, onboarding and ongoing training?

Issue Three

Do you aspire to sell higher up and to more senior buyers? Do you need to adjust your offerings to reach this audience?

Issue Four

Do you have a vision for solutions, but are not confident you have the right people and processes to actualize the solution vision and bring to market successfully?

Issue Five

What is your organization’s channel strategy for solutions? Have you explored the routes to market and are confident you have the right partners?

Desired Outcomes

Successful new offerings that are engaging new buyers and resulting in increased margin and revenue

A strategic roadmap to ramp up the existing salesforce to sell solutions with longer and more complex sales cycles

Increase in average deal size because every transaction is a solution that comprises multiple products

Thought Leadership

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.