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At the NASSCOM Leadership Summit currently underway in Mumbai, India, the CIO of a leading American company advises Indian IT companies to “come up with targeted solutions for clients’ problems rather than putting a whole lot of effort into a generic sales approach”.

Marketable Items created by GTM360 help IT product and services companies to do exactly that.

Marketable Items package product features and service capabilities into compelling reasons to buy that resonate strongly with the target market’s pain areas and hot topics. Click here to see examples of Marketable Items created by us for IT and other high-tech companies.

Being Heard 02 500w Use Marketable Items To Provide Targeted Solutions

Why Marketable Items?

Whenever we talk about our Offering phase and the resultant Marketable Items, the first reaction from most of our customers is, “we already have a product / we offer application development, maintenance, support, etc., so our offering is ready”.

No, these are not targeted solutions. They are all technology offerings that IT companies have been using in their “generic sales approach”, which used to work fine when cost arbitrage was a powerful differentiator for IT companies located in India and other offshore locations. In the present day, when these companies face increasing competition from their own offshore brethren, their conventional approach no longer works. They need to go to market with targeted solutions going by the advice of the aforementioned CIO. Marketable Items help them do that: They are not product features, canned demos or technology services like application development, maintenance, upgrade and support. With their razor-sharp focus, Marketable Items usually leave out more attributes of the product / service than they cover.

Our following success stories illustrate the effectiveness of marketable items in actual practice.

  1. IT SERVICES COMPANY ENTERS NEW GEOGRAPHIES
  2. MOBILE FIELD SERVICE APPLICATION PROVIDER EYES LARGER TICKET SIZES
  3. SAAS VENDOR EXPANDS INTO NEW INDUSTRIES
With real-life examples from India and abroad serving as lighthouses, Indian IT services companies can use marketable items to focus and specialize, confident that they can achieve high growth despite shrinking their offerings.

With such real-life examples from India and abroad serving as lighthouses, Indian IT companies have the opportunity to create Marketable Items and leapfrog themselves to the next level of market outreach, geographical presence, sales pipeline, billing rates and ticket sizes.

Ketharaman Swaminathan On February - 17 - 2012

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IT Marketing, Uncategorized

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