What’s the difference between a solutions driven organization versus product driven, and what are the benefits?

In a nutshell, a solutions driven organization does everything from the customer’s perspective first. That customer-first approach simplifies everything across product teams, marketing, sales and client services because customer goals and success metrics are the centerpiece.

If you’re a B2B organization, here’s the scenario. Most if not all of your products target the same markets. A solutions approach brings tremendous efficiencies and yields better results on all fronts. Here are three examples.

  1. Company strategy, product investment priorities, marketing activities and sales initiatives are much easier because they’re based on a single comprehensive view your markets. In other words, you’re doing these things once for the entire portfolio instead of repeating them for every product as you would in a product driven organization.
  2. R&D investments will deliver bigger and faster ROI’s because major investments will fall to fewer products that have a bigger collective impact on the goals and success metrics of your target customers. In a product driven organization, you’re more likely using a peanut butter approach and spreading R&D resources across all products for incremental improvements that have far less market value.
  3. Sales and marketing activities will produce better results because you’re leading with higher level value propositions (for each business solution) that communicate strategic value to each market segment. In a product driven organization, it’s difficult to get beyond tactical messaging for each product.

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