What is Solutions Marketing?

So what is Solutions Marketing?

Let me share a working definition that I’ve found quite useful.  In the context of high tech marketing, “a solution is the combination of hardware, software and services brought together to solve an important customer problem. “  I stand by this definition for two primary reasons

1.  It addresses the fact that very often a customer’s problem or opportunity isn’t truly addressed by one widget alone – it’s takes a combination of elements to achieve success and actually solve a problem.

2. Most importantly the focus of solutions marketing is on solving a compelling customer problem.  I believe that today, marketers and customers are overwhelmed in features, speeds and feeds, and often the marketer loses sight of the customer and their needs.

If you agree with this definition, the implications for marketers can be significant.  To market solutions successfully, it’s critical to truly understand the customer and their needs first, and use this insight as a guide and filter to any messaging and programs you may attempt.

As simple as it seems, there can be a profound difference between starting with the customer and working back to the solution and starting with the product and trying to position it.

Thoughts and comments?