Crimson Consulting: Solution Marketing

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At Crimson, we specialize in a comprehensive, best practices approach to solution marketing. We start by identifying key customer pain points. We then determine, qualify, and prioritize those solutions that will deliver the highest return. Next, we profile vertical solution ecosystems, and identify and prioritize key additional solution partners. Finally, we define the partner business model and value proposition to drive compelling customer value, financial return and a collaborative sales engagement.

Crimson Thought Leadership on Solution Marketing

Article: The New Solution-Selling Paradigm By Allan Adler and Dylan Charles
Blog post : Ingredient Branding: Creating a Win-Win? by Glenn Gow

Created Value Proposition and Financial Services Industry Plan

Determined VAR Partner Requirements

Developed a Go-To-Market Strategy for the SMB Market

Developed Applicable Processes for Solution Selection and Partner Identification

Generated Organization Design for Solution Development Group

Created Value Proposition and Financial Services Industry Plan

Crimson developed the Financial Services Industry (FSI) value proposition, messaging, and content development for our client's product launch. Our efforts combined internal qualitative and external quantitative research to understand the priorities and pain points of client-identified FSI market segments (banking, capital markets, and insurance) and to determine associated buying dynamics. We created a product value proposition, messages and scenarios that resonated, while outlining programs and activities to attract the right audiences and compel decision makers towards product adoption.

Determined VAR Partner Requirements

Crimson conducted detailed research among the VAR partners likely to incorporate our client's solutions into their offerings. We determined their requirements and identified best practices. We also examined the activities of competitors within the VAR channel to ensure our client's program was competitive. This study served as the foundation for enhancing the VAR partner relationship program.

Developed a Go-To-Market Strategy for the SMB Market

Crimson created a go-to-market strategy for the SMB market. The strategy articulated priorities from a product, services, branding, marketing, and sales/channels perspective. The analysis evaluated best in class and competitor strategies, and developed recommended customer segmentation. The deliverables prioritized strategies by segment including value propositions, partners required to provide a complete solution, and route to market/revenue requirements -- including timing and the magnitude of investment required for market entry. The client moved forward with the strategy recommendations and engaged Crimson to develop an associated operating strategy.

Developed Applicable Processes for Solution Selection and Partner Identification

Crimson developed a set of repeatable processes and tools for solution selection, solution ecosystem assessment, and partner identification. This entailed devising a methodology for both potential partner identification, with discrete influence over both the customer acquisition process, and process of solution definition. Our efforts resulted in the creation of a series of templates and tools to identify key partner selection criteria and to enable rapid and effective partner prioritization. As such, Crimson defined a Best-in-Class approach that incorporated our client's existing best practices and Crimson Best Practices.

Generated Organization Design for Solution Development Group

Crimson created a new organizational design enabling the Solutions Development group to meet strategic objectives. Launched under a transformation roadmap and guided by key goals and metrics, the design defined organizational structure, roles, and responsibilities. The project created performance metrics, defined roles, responsibilities and accountabilities, key processes and enabling technologies, and established deliverables and services. Crimson conducted working sessions with staff and key stakeholders to drive adoption.

For more information on Crimson’s work in the area of Solution Marketing, email info@crimson-consulting.com.