A New Generation
A new generation of technology vendors has responded. They’re not focused on current problems. They’re helping the customers imagine a future to-be state that will deliver strong business results for the customer. They then help the customer achieve that to-be state.
They don’t ignore the customer problems. But the solution of those problems is a by-product of achieving the to-be state. Solving current problems stops being the primary focus of the customer or vendor. But the problems are solved.
The vendor must first decide the to-be state they can help create for their customers. A useful way of thinking about this is to identify an ongoing business result that top management of the customers would regard as success. The vendor must also be the primary external provider in enabling that business result.
To illustrate, let’s look at a marketing-automation vendor. The problems they solve for customers might include a lack of structured campaigns, poor email marketing and unhelpful analytics. In the past, the vendor would have shown how they could solve those problems. The new generation of vendor approaches this differently. They identify the ongoing business result the customer needs to achieve. It’s likely to be a pipeline of a certain value. It may even be the value of sales from marketing-created leads.
Once the vendor has agreed the ongoing business result needed, they work with the customer to enable that business result.