Issue to Solution Matrix

Identify what is beneath apparent needs and create growth opportunity.

“Customers don’t buy drill bits;
they buy holes.”

Understanding your target market and how they buy are the most basic concepts of marketing and should be the foundation of any strategic marketing effort.

Ironically, these simple concepts are one of the primary reasons firms never reach their growth potential. Instead, they either waste an inordinate amount of time and money in business development or they hang out an industry “shingle” and call it a day.

“What do you mean you don’t want a titanium drill bit?!

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.

Peter Drucker

My Point of View

Human beings are full of fears and complex motivational drivers. 

While a firm’s solution may deliver value, most firms don’t have their arms around what value the client actually sees in a solution or why she buys it. We all define value and values differently. If we are not mindful, we get caught in the trap of thinking that everyone sees the world as we do.

Taking the time to identify what is beneath those apparent needs creates growth opportunities, differentiates firms, increases marketing ROI, and improves sales effectiveness.

Top performing firms understand whom they are serving, including their clients’ priorities.

The rest just dabble.

Prudent Pedal’s Value

I shake up the status quo and challenge long-held assumptions about what clients value and buy. I break apart solutions and rebuild them with clients’ teams, so clients see value and differentiation. I make solutions stronger, so marketing and selling are more effective and reaching their full growth potential.

Sh-t!

Now I understand why our market segments, our solutions, and why our earlier approach attacking our markets was losing us money!  (response to Issues to Solution Matrix™ final results presentation)

Name withheld to protect the innocent

CEO, Global Software Company

Looking for increased marketing effectiveness, more leads, and sustainable revenue growth?

The Issue-to-Solution Matrix™ helps firms understand what makes their clients tick, how a solution meets clients’ needs, and what benefits drive differentiate value.

A firm will always underperform its growth potential until it gets focused on its growth priorities.

Having limited marketing resources means having to make difficult choices about where to invest.

Not choosing leads to dabbling in marketing; squandering your growth investments, and putting your firm at a competitive disadvantage.

Getting Buyer’s Journey Mapping Back On Track

Getting Buyer’s Journey Mapping Back On Track

Well, we’ve reached the point where Marketing has ruined a good thing once again. We did it to social media, buyer personas, podcasting, marketing automation, Christmas, Easter, and Memorial Day. What have we ruined this time? We’ve managed to ruin the critical,...

read more
Measuring Professional Services Marketing Effectiveness

Measuring Professional Services Marketing Effectiveness

If I were to ask chief marketing officers (CMO) at professional services firms around the world to measure their teams' current marketing effectiveness on a scale of 1-5, I suspect that I might get a lot of 4s. Humility would keep many from saying 5 and ego would keep...

read more

Let's talk holes.

Pin It on Pinterest