Feeds

IBM plants Power 7 on Smarter Planet pitch

Solution selling on steroids

  • alert
  • submit to reddit

Boost IT visibility and business value

Solution selling on steroids

What we’re seeing with IBM, and this launch in particular, is the evolution of solution selling – call it solution selling on steroids. There will be much more business content in the pitches and more selling to line-of-business executives and executive management. We’re going to see much more emphasis on actual business results from the systems and, along with that, much higher levels of integration between IBM systems, IBM software, and services.

This doesn’t mean that it won’t still be talking the typical feeds/speeds/benchmarks to the data center; it will. But that style of selling effort will happen in concert with business-oriented solution pitches directed at the business-side crowd.

In my mind, this is a natural evolution, and is to be expected. There are several trends that contribute to this change in sales approach and strategy.

First, customers are more technically sophisticated, but at the same time have fewer people to handle integration chores. Technology has rapidly become the source of business differentiation, and a contributor to the execution of every business strategy.

By the same token, the tech industry has advanced to a place where most vendors have mastered the basics and can provide help on higher-level tasks, like advising customers on how to best use this stuff. (Even if a vendor hasn’t mastered the basics, don’t worry, they’ll still offer the advice.) What we’re talking about is counsel beyond the trite “Align IT with business goals” or “Use data to drive outcomes” drivel.

On the expense side, vendors are addressing IT operational issues; helping customers cut data center costs has become a key competitive focus for them. They’re also pushing harder to provide value to the business as a whole, by enabling and even suggesting new strategies and initiatives. While every major vendor has vertical market organizations and has had them for years, what we’re seeing today is that these organizations are getting more sophisticated in how they approach customers, and they are providing higher level value than in years past.

The focus on business-side solutions isn’t unique to IBM, although IBM has probably taken it the furthest. Oracle’s recent discussion of how it will use the purchase of Sun to drive integrated solutions is right up the same alley, as is HP’s increasing emphasis on what it's doing with its EDS unit.

Dell’s Perot Systems buy was also designed to allow it to offer a wider range of business-side benefits to customers. As competition ramps up in all areas of the tech business, expect to see more emphasis on business outcomes in the future.

Read The Reg's highly detailed discussion of the new Power7 chip and some historical context here. ®

The essential guide to IT transformation

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Microsoft: Azure isn't ready for biz-critical apps … yet
Microsoft will move its own IT to the cloud to avoid $200m server bill
Oracle reveals 32-core, 10 BEEELLION-transistor SPARC M7
New chip scales to 1024 cores, 8192 threads 64 TB RAM, at speeds over 3.6GHz
Docker kicks KVM's butt in IBM tests
Big Blue finds containers are speedy, but may not have much room to improve
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
Flash could be CHEAPER than SAS DISK? Come off it, NetApp
Stats analysis reckons we'll hit that point in just three years
Object storage bods Exablox: RAID is dead, baby. RAID is dead
Bring your own disks to its object appliances
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.