Tag Archives: Value

Predicting a Solution’s Value

Predicting valuePredictive lead scoring can identify the leads that will place the greatest value on your solution – and pay the highest price.

Value, the difference between the benefit that a customer receives and the total cost to achieve that benefit, is central to solution marketing.  But value is also closely tied to lead scoring as well, with major implications for your company’s revenue and profitability.  As I recently wrote in SearchCRM,

A lead score predicts the likelihood that a given lead will ultimately convert into a closed deal. The higher the score, the more likely that a lead will turn into a sale. The score may incorporate predictors such as the lead’s current challenges and technologies, the presence of an active and budgeted project, selected demographic/firmographic data, and even frequency of activity.

Continue reading

Advertisements

Leave a comment

Filed under Solution Marketing

The Value of Value

By Steve Robins

Value is Key to Solution Marketing

You might think that the most important aspect of marketing a solution would be what goes into it.  What goes into a solution are just a bunch of pieces, products, or components.  But value is about the benefit and cost of those components to the user or buyer.

Value is equal to the difference between perceived benefit and total cost

More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution.  By perception I mean that the user or buyer must appreciate and want the resulting benefit.  In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.

Value is interesting in many ways, some of which are counterintuitive and not so obvious.  Following are a few important examples – both obvious and not so obvious. Continue reading

1 Comment

Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Netflix: It’s About the Customer Strategy, Stupid – Part II

By Steve Robins

Six Solution Marketing Lessons from Netflix

As I mentioned at the end of the last post, Netflix: It’s the Customer, Stupid, Netflix’s recent misadventure is a cautionary tale for solution marketers.  Following are a six key lessons:

#1: As a vendor or service provider, technology upgrades are good.

So, if you rent DVDs and know the market will eventually transition to video on demand, you need to offer video on demand as well – just as Netflx does today.  Streaming is proven and consumers will demand it.  It’s not a matter of if, but when.  However…

#2: Consumers and customers do not share your company’s timetable

Continue reading

Leave a comment

Filed under Case Studies, Pricing, Pricing, Value, Value

HP TouchPad @ $99 – Value?

By Steve Robins

No, this is not a good thing

Confession: I enjoy talking about “value” because sometimes, it’s counter-intuitive.  For example: how can an expensive solution or product be a better value than an inexpensive solution or product?

Value has been making big news lately, especially in the turbulent world of tablet devices.  Take a look at six months of HP TouchPad headlines:   Continue reading

Leave a comment

Filed under Pricing, Solution Marketing, Value, Value

Solution-As-A-Suffix?

– By Steve Robins

The 5 Solution Requirements

Let’s face it, the word “solution” is often derided.  Why?  Because all too often, marketers and tech companies act as if adding the word “solution” to the end of an offering immediately transforms it into a solution.  And they’d be wrong.

So what makes a solution a solution? Continue reading

Leave a comment

Filed under Solutions, Value

The Solution Marketing Blog: One Year Later

– By Steve Robins

Celebrating a year of blogging on solution marketing

First, thank you to everyone that reads this blog day-in and day-out – it’s been a great ride since February 2009. Thanks also to everyone who expressed interest in solution marketing at Product Camp Boston #1 and #2, and on the LinkedIn group and elsewhere.  And thanks to those who’ve helped to make this a great blog.  As they say, the best is yet to come.

In celebration of this milestone, following is a solution marketing recap from the last twelve months.

Continue reading

Leave a comment

Filed under Access, Case Studies, Demos, Information, Message, SIVA - Elements of Solution Marketing, Solution Marketing, Value

No Value, No Job

– By Steve Robins

SAP Sacks CEO For Failing to Deliver Customer Value

Sometimes the best solution marketing is about value.

It’s been one of the most interesting solution value stories of the last 18 months: ERP vendors’ exhorbitant support prices (at Oracle’s 90% margins) and SAP’s botched attempt to raise prices even further.  It’s pretty obvious that ERP vendor greed has further weakened customer relationships while opening the door to a new cadre of support vendors.

ERP vendors charge high maintenance and support prices that are essentially insurance policies that enable their clients to receive upgrades and support.  Problem is, many companies don’t need – and can’t afford – the broad and expensive maintenance and support provided by ERP vendors, so they’ve moved to competitive support firms like Rimini Street.

Yesterday’s sacking of SAP’s CEO is only the latest chapter in this tale.   Continue reading

2 Comments

Filed under Solution Marketing, Value