Beyond Products: Solution Marketing - BPMA Feb 16, 2012
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Transcript of Beyond Products: Solution Marketing - BPMA Feb 16, 2012
© 2011
www.SolutionMarketingBlog.com © 2009-2012 Steve Robins, The Solution Marketing Blog
Beyond Products:
Solution Marketing
Steve Robins
February 16, 2012
© 2009-2012 Steve Robins, The Solution Marketing Blog
C B O N D limits competition company yourself services products
© 2009-2012 Steve Robins, The Solution Marketing Blog
Beyond Products:
Solution Marketing
THE Solution Marketing Blog
www.SolutionMarketingBlog.com p4 © 2009-2012 Steve Robins, The Solution Marketing Blog
What is “it”?
What’s Happening What’s Needed
• Customers want it • Solutions make life easier
• Help customers • But most customers can’t do it on their own
• Technology is increasingly complex and customers lack in-house resources, time, expertise
• Apple, IBM and Chuck e Cheese sell it
• Each offers complete solutions to customers… Apple iPad ecosystem, IBM industry solutions, Chuck e Cheese birthday package • Provide discipline, rigor,
consistency – best practices • Most tech companies
claim to have it • Seems like everyone sells solutions today
• But none of them know what it is
• But there’s not a common definition
• Sales thinks they’re selling it…
• Many sales teams use the Solution Selling methodology
• Help Marketing to work with Sales
• Provide a solution methodology for Marketing
• …but they’re doing it without Marketing.
• But Solution Selling does not provide strategic guidance for Marketing
• It can be confusing • There’s little discipline around solutions • Solution Marketing Blog,
Group, Consulting
“It” = Solutions
www.SolutionMarketingBlog.com p5 © 2009-2012 Steve Robins, The Solution Marketing Blog
What’s Happening What’s Needed
• Customers want it • Solutions make life easier
• Help customers • But most customers can’t do it on their own
• Technology is increasingly complex and customers lack in-house resources, time, expertise
• Apple, IBM and Chuck e Cheese sell it
• Each offers complete solutions to customers… Apple iPad ecosystem, IBM industry solutions, Chuck e Cheese birthday package • Provide discipline, rigor,
consistency – best practices • Most tech companies
claim to have it • Seems like everyone sells solutions today
• But none of them know what it is
• But there’s not a common definition
• Sales thinks they’re selling it…
• Many sales teams use the Solution Selling methodology
• Help Marketing to work with Sales
• Provide a solution methodology for Marketing
• …but they’re doing it without Marketing.
• But Solution Selling does not provide strategic guidance for Marketing
• It can be confusing • There’s little discipline around solutions • Solution Marketing Blog,
Group, Consulting
What is “it”? Solutions is It.
www.SolutionMarketingBlog.com p6 © 2009-2012 Steve Robins, The Solution Marketing Blog
• Provide a solution methodology for Marketing
• Discipline, rigor, consistency – best practices
• Help Marketing to work with Sales
• How:
• Solution Marketing Blog
• LinkedIn Group
Steve Robins
10+ years in solution marketing
– Expertise in solution, industry and product marketing
– Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group
Founder, The Solution Marketing Blog, Top-rated solution marketing blog
Inbound Marketing Certified Professional
s.robins [at] SolutionMkt.com
LinkedIn.com/in/SteveRobins1
Twitter.com/SteveRobins
SolutionMarketingBlog.com
Slideshare.net/Steve_Robins
www.SolutionMarketingBlog.com p7 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solutions Everywhere
Device
+
Software
+
Content
+
Cloud
Device
+
Software
+
Content
+
Cloud
Kid food
+
Adult food
+
Entertainment
+
Activities
+
Party gifts
www.SolutionMarketingBlog.com p8 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solutions Everywhere
www.SolutionMarketingBlog.com p9 © 2009-2012 Steve Robins, The Solution Marketing Blog
Agenda
Introduction
Beyond products
Solution marketing – Solution
– Education & engagement
– Value
– Access
Building your solution marketing strategy – Discovery
– Strategies for solutions, education & engagement, value, access
– Case studies
A cautionary tale
Next steps, Q&A
© 2009-2012 Steve Robins, The Solution Marketing Blog
Beyond Products The Solution Imperative
www.SolutionMarketingBlog.com p11 © 2009-2012 Steve Robins, The Solution Marketing Blog
Typical Company Wants…
Company
Tech-nology
Customer
www.SolutionMarketingBlog.com p12 © 2009-2012 Steve Robins, The Solution Marketing Blog
What is a Solution Anyways?
so·lu·tion noun \sə-ˈlü-shən\
General definition:
a: an action or process of solving a
problem
b: an answer to a problem
so·lu·tion noun \sə-ˈlü-shən\
Business definition:
A complete and integrated
offering that includes everything
required to solve a customer
problem
www.SolutionMarketingBlog.com p13 © 2009-2012 Steve Robins, The Solution Marketing Blog
Services
Typical Customer Wants…
Customer
---
Pain
Points
Tech-nology
User
Process
Content/ Data
Complete Solution Everything to solve the customer’s problem
www.SolutionMarketingBlog.com p14 © 2009-2012 Steve Robins, The Solution Marketing Blog
Complete Solution
User • User interfaces
• Training
• Support
• Best practices
• Domain expertise
Process • Process optimization
• Reengineering
• Workflow
• Integrated experiences
• ROI studies
• Security
Content/ Data
• Content Documents
Images
Video
Music
Books
• Data
• External data sources
• Data security, data policies
Technology • Hardware/ infrastructure
• Software platforms
• Applications
• Complementary technologies
• Integrations
• Custom coding
Services • Strategy
• Project management
• Risk management
• Custom coding
• Integration services
• Communications services, hosting
• Support
www.SolutionMarketingBlog.com p15 © 2009-2012 Steve Robins, The Solution Marketing Blog
Why Solutions?
Increasing complexity of technology
Limited in-house IT to support systems
Avoid in-house/SI build or integration
Business users drive tech decisions but don’t understand the technology
Mature markets
www.SolutionMarketingBlog.com p16 © 2009-2012 Steve Robins, The Solution Marketing Blog
Why It Matters
Early Adopters
Visionaries
Innovators
Technology
Enthusiasts
Early Majority/
Pragmatists
Late Majority
Conservatives
Laggards
Skeptics
Time
Customers want technology
and performance Customers want solutions and convenience
Rela
tive %
of
Cu
sto
mers
End of Life Early Life Bowling
Alley
Sources: E.M. Rogers, G. Moore
The Solution Opportunity
Main Street
The Tornado
The Chasm
© 2009-2012 Steve Robins, The Solution Marketing Blog
Solution Marketing Customer-Centric
Marketing for Today
www.SolutionMarketingBlog.com p18 © 2009-2012 Steve Robins, The Solution Marketing Blog
What is Solution Marketing?
so·lu·tion mar·ket·ing noun \sə-ˈlü-shən\ˈmär-kə-tiŋ\
The process of defining,
educating, and providing access
to complete and integrated
solutions
that deliver value
by helping customers to solve
their problems.
www.SolutionMarketingBlog.com p19 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solution Marketing Adds Value To Marketing, Sales and Product Management
Frictionless Sales
Social Media
Field Enablement
Marketing Support
Product Management
www.SolutionMarketingBlog.com p20 © 2009-2012 Steve Robins, The Solution Marketing Blog
The 4 P’s – All About the Company
Place
Product
Pro- motion
Price
Company
“Build it and
they will come”
Outbound,
interruption
marketing
Cost-plus;
margin is king
Best channels
for us to sell
the product
www.SolutionMarketingBlog.com p21 © 2009-2012 Steve Robins, The Solution Marketing Blog
Strategy, Metrics
Place
Product
Pro- motion
Price
Company
Solution Marketing – All About the Customer
Customer
---
Pain
Points
Solution
Access Education
Engagement
Value
End-to-End Marketing for Today Customer-Focused Marketing
“How can I solve
my problem?”
“How can I
learn more
about it?”
“How will it help me and
what is my total sacrifice
to get this solution?”
“Where can
I find it?”
© 2009-2012 Steve Robins, The Solution Marketing Blog
Building Your Solution Marketing Strategy
Discovery
Strategies for: Solutions
Education & Engagement Value Access
www.SolutionMarketingBlog.com p23 © 2009-2012 Steve Robins, The Solution Marketing Blog
360o Discovery
What markets and solutions should we
target?
What will each solution do and include?
How will we educate and engage with potential
users and buyers?
How will we incorporate and communicate value?
How would the user/buyer like to buy and use the
solution?
Internal
• Revenue
• Current offerings
• Core competencies
• Solution maturity
• Sales-readiness
External
• Under-solved challenges
• Top market, solution opportunities
• Segment size
• Market drivers
• Competition
Solution Requirements
• Use cases
• Revenue
• Business challenges
• Industry/function trends
• Key components
• Buy vs build
• Testing
Persona
• Titles
• Business challenges
• Career goals
• Thought process
How to connect
• “Hang-outs” – communication channels, pubs, trade shows, social media
• Industry jargon
• Influence levers (ex case studies?)
Value
• Before/after process
• Before/after challenge/gain
• Customer’s value drivers - dollar impact
• ROI
• Purchasing habits, budget
Access
• Best channels
• Optimal role of VARs, SIs, direct sales, buying on contract
• Preferred delivery models… Software? SaaS? Business Process Outsourcing?
Solution Users Value Drivers
Access Needs
Oppor-tunity
www.SolutionMarketingBlog.com p24 © 2009-2012 Steve Robins, The Solution Marketing Blog
360o Discovery
What markets and solutions should we
target?
What will each solution do and include?
How will we educate and engage with potential
users and buyers?
How will we incorporate and communicate value?
How would the user/buyer like to buy and use the
solution?
Internal
• Revenue
• Current offerings
• Core competencies
• Solution maturity
• Sales-readiness
External
• Under-solved challenges
• Top market, solution opportunities
• Segment size
• Market drivers
• Competition
Solution Requirements
• Use cases
• Revenue
• Business challenges
• Industry/function trends
• Key components
• Buy vs build
• Testing
Persona
• Titles
• Business challenges
• Career goals
• Thought process
How to connect
• “Hang-outs” – communication channels, pubs, trade shows, social media
• Industry jargon
• Influence levers (ex case studies?)
Value
• Before/after process
• Before/after challenge/gain
• Customer’s value drivers - dollar impact
• ROI
• Purchasing habits, budget
Access
• Best channels
• Optimal role of VARs, SIs, direct sales, buying on contract
• Preferred delivery models… Software? SaaS? Business Process Outsourcing?
User
Personas
Customer
Value
Solution
Access
Portfolio
Strategy
Solution
Development
www.SolutionMarketingBlog.com p25 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solution Needs Hierarchy
Components & integrations
Business value
Solution description – what it does
Target audience and business problem
Intelligence: templates,
rules etc
Mature
Less
Mature
2
3
5
1
4
www.SolutionMarketingBlog.com p26 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solution Strategy
• General strategy: • Target markets/functions, solutions
• Solution maturity
• Partner
• Buy vs build
• Completeness: Platform > Framework > Templates > Application
• Portfolio management • Revenue goals
• Cross-functional team
• Metrics for success
• Cross-functional alignment, organizational support • Development/engineering/product management
• Channel/SI partners
• Marketing
• Sales
• Support
• Services
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION
PowerAdvocate Offers Complete Solutions
Business challenge: Optimize procurement in the energy sector (power plants)
Company challenge: Differentiate the company from larger players like Ariba
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION
PowerAdvocate Offers Complete Solutions
Products: SaaS solutions for procurement spend, cost, market, sourcing
Services: Industry experts provide services to lower costs
Data: Market-specific procurement data and analysis
Differentiator: industry-specific data
Solution Assessment
User
Process
Content/Data
Technology
Services
www.SolutionMarketingBlog.com p29 © 2009-2012 Steve Robins, The Solution Marketing Blog
Education & Engagement: Message
Targeted Consistent/
True
$
Value- Driven Jargon Relevant
Insured Agent
Carrier Loss ratio
www.SolutionMarketingBlog.com p30 © 2009-2012 Steve Robins, The Solution Marketing Blog
Education & Engagement: Strategy
Market Education
Market Engagement
Field Enablement/
Sales
Challenge & How to
Frictionless Sales
Demand Gen
Buy Now!
www.SolutionMarketingBlog.com p32 © 2009-2012 Steve Robins, The Solution Marketing Blog
Value = Benefit - Cost
Benefits (Improvement)
Profit, expense, revenue drivers
New business
Time savings
Productivity improvement
Headcount reduction
Soft benefits
Total Cost of Ownership
External…
– Software
– Hardware
– Services
Internal… – Training
– Change management
– Desktop upgrades
– IT management
$D
oll
ars
Value
© 2011 www.SolutionMarketingBlog.com
www.SolutionMarketingBlog.com p33 © 2009-2012 Steve Robins, The Solution Marketing Blog
Value = Benefit - TCO
Value-Based Pricing B
usin
ess B
en
efi
t ($
)
C B A
Poor Value
Unneeded
features
Fair Value
Price matches
benefit
High Value
Lost software
revenue
Assume that vendor charges fair price
for features provided
D
Customer
Benefit
Fair Value
Price matches
benefit
Lost revenue
Unneeded features
Customer
Benefit
Customer
Benefit Customer
Benefit
Price
Solution use-case drives benefit and value
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION RESULT
Microsoft SharePoint Delivers Value with 50% of the features
Share information with other people in the enterprise
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE RESULT SOLUTION
Microsoft SharePoint Delivers Value with 50% of the features
We don’t claim we do everything. If we do 50 percent of the functions that these other companies do, but they’re the ones customers really want, that’s fine. The magic is that end users actually like to use the software. ”
“ Chris Capossela
Senior Vice President
Information Worker Product Management Group , Microsoft
NY Times 8/2/2009
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION RESULT
Microsoft SharePoint Delivers Value with 50% of the features
Significant growth at expense of mainstream ECM vendors
Lesson: Customers gain value by buying only the features they need
E
www.SolutionMarketingBlog.com p37 © 2009-2012 Steve Robins, The Solution Marketing Blog
Access
Be flexible
Provide seamless experience
Enable frictionless sales
Complete/close the sale quickly
Ensure success thru “the last mile”
© 2009-2012 Steve Robins, The Solution Marketing Blog
A Cautionary Tale
www.SolutionMarketingBlog.com p39 © 2009-2012 Steve Robins, The Solution Marketing Blog
Solution Marketing Failure
Solution – Don’t give customers what they want
Education/Engagement – Blame your offering’s failure on communication instead of admitting it was
just a really bad idea
Value – Base your pricing on what works for you, not for customers
– Nearly double prices for your best customers
– Decrease customers’ perceived value of your solution
Access – Make it more difficult to do business with you – split your offering into 2
websites
– Dis-incent customers from buying both of your services
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION RESULT
Solution Marketing Failure
Convenient, inexpensive access to entertainment
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE RESULT SOLUTION
Solution Marketing Failure
Inexpensive
All-you-can-eat
Video by mail
New: streaming
New pricing plans, July 2011: streaming vs. video by mail
Focus on what’s good for Netflix, not the customer
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION RESULT
Solution Marketing Failure
$494
$544
$594
$644
$694
$744
$794
$844
$894
$944
14
16
18
20
22
24
26
28
3/2010 6/2010 9/2010 12/2010 3/2011 6/2011 9/2011 12/2011
Rev
en
ue (
$ M
illio
ns)
Su
bs
cri
be
rs (M
illio
ns
)
Unique subcribers Revenue
Subscriber trend Revenue trend
$75
$107
$155
$176
$238
$263
$113
$69
Stock price Sources: NetFlix, Google
New pricing plan
July 2011
© 2009-2012 Steve Robins, The Solution Marketing Blog
BIZ CHALLENGE SOLUTION RESULT
Netflix Dictates Customer Access
© 2009-2012 Steve Robins, The Solution Marketing Blog
Next Steps
www.SolutionMarketingBlog.com p45 © 2009-2012 Steve Robins, The Solution Marketing Blog
Getting Started
1. Begin internal discovery
2. Know the customer
3. Define the business problem
4. Move from feature/benefit business value
5. Think about solution completeness
6. Bonus: how are market/tech forces changing solution requirements?
www.SolutionMarketingBlog.com p46 © 2009-2012 Steve Robins, The Solution Marketing Blog
Strategy, Metrics
Place
Product
Pro- motion
Price
Company
Q & A
Customer
---
Pain
Points
Solution
Access Education
Engagement
Value
Solution Marketing
Services
Customer
---
Pain
Points
Tech-nology
User
Process
Content/ Data
Complete Solution
www.SolutionMarketingBlog.com p47 © 2009-2012 Steve Robins, The Solution Marketing Blog
Thank You
Steve Robins Founder The Solution Marketing Blog
www.SolutionMarketingBlog.com
s.robins [at] SolutionMkt.com
LinkedIn.com/in/SteveRobins1
Twitter.com/SteveRobins
SolutionMarketingBlog.com
Slideshare.net/Steve_Robins
www.SolutionMarketingBlog.com p48 © 2009-2012 Steve Robins, The Solution Marketing Blog
Take the Next Step
Saturday June 9, 2012 Microsoft NERD
Cambridge
www.ProductCampBoston.org
We’re hiring! firstbest.com/
company-careers.htm
Solution Marketing Pros LinkedIn Group
linkedin.com/groups? gid=1826720
THE Solution Marketing
Blog
www.SolutionMarketingBlog.com
© 2009-2012 Steve Robins, The Solution Marketing Blog
Beyond Products:
Solution Marketing
THE Solution Marketing Blog