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Selling Solutions Isn't Enough
Article

Selling Solutions Isn't Enough

B2B companies need to focus on helping each customer achieve better outcomes.


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Editorial Rating

8

Qualities

  • Innovative
  • Applicable
  • Concrete Examples

Recommendation

Technology and management trends are driving a transformation in business-to-business (B2B) markets toward collaborative supplier–customer relationships and outcome-based approaches. Leading B2B enterprises no longer offer so-called solutions; instead, they’re retooling their organizations and mind-sets to become contributing partners in their customers’ success. Management professor Richard Ettenson and consultant Jonathan Knowles collaborated with chief executives from leading B2B companies to produce this authoritative report for the MIT Sloan Management Review. The authors draw on 10 years of research to outline the ways leading B2B suppliers are transforming to support their customers’ success.

Take-Aways

  • Business-to-business (B2B) enterprises need to switch from offering preconceived solutions to instead collaborate with customers to achieve outcomes.
  • Four factors are transforming B2B markets: high expectations for quality, new technologies, customers’ ready access to product information and a shift of focus from price to value.
  • To implement an outcomes-based approach, companies will need to reconsider their concept of success, their mind-set about technology, their internal organization, their communication habits and their ways of measuring value.

About the Authors

Hannah Grove is State Street’s CMO. Kevin Sellers is CMO of Avnet. Richard Ettenson is the Keickhefer Fellow of Global Marketing and Brand Strategy at the Thunderbird School of Global Management. Jonathan Knowles is CEO of Type 2 Consulting.


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