Mapping customer outcomes to technology investments

Introducing a new marketing methodology to improve sales results.

This past year, we’ve heard about the challenges you and your sellers are facing in customer conversations. Starting out your pitch with product and service capabilities and benefits isn’t enough to get them to buy.

Customers today want to understand how your tech supports their goals and desired outcomes.?

According to Gartner, 43% of leaders at tech vendors say customers are changing their focus from buying solutions to outcomes.

The Sappington value-based methodology—a revolution, not an evolution.

We’re excited to announce a new forward-looking approach to marketing that focuses on how your tech is invaluable to customers. The Sappington value-based methodology generates the information your customers need to make faster, more confident decisions, which will increase your impact and sales.

Perspectives from Tim Goggin, CEO, Sappington

Why is a new approach needed?

The technology vendor landscape is dominated by product- and service-focused messaging. Rarely, if ever, do you see messaging that focuses on driving customer outcomes and value. This presents a tremendous opportunity for tech providers to differentiate their business from the alternatives.

Why is it important to change our perspective when developing marketing strategies?

Organizations at their core can take one of two different strategies: either they’re “playing to win” or “playing not to lose."

The first is associated with offensive strategies, like growing revenue, increasing market share, and expanding the business. The latter is focused on defensive strategies, like increasing profit or mitigating risk. Both are sound strategies, yet each requires very different internal initiatives.

Technology marketing leaders need to focus entirely on what their customers’ business strategies are versus their own internal goals. It will be hard, but oh, so worth it!

What excites you most about the new approach?

Sappington has spent over 20 years focused on this challenge. We have a unique perspective and a game-changing methodology built on our Sappington Outcome Engine.

This new tool enables us to ensure your marketing and communication strategies and tactics—and creative assets—are laser-focused on being customer-centric. Our approach will help you be thoughtful about how your technology offerings can support what your end customers seek from a business perspective.

What are some key considerations when transitioning from product-based marketing to value- and outcome-based marketing?

Here are a couple of important points to keep in mind. First, relentlessly work toward understanding what your customers are seeking to accomplish. Second, understand that many companies, including your customers’, are clamoring to move to an outcome-based relationship with their tech vendors.

Sappington can help you get there.