Again, the answers to all these questions have a material impact on simply earning the right to engage with prospective customers in a demand-poor environment.
The relevance to the solutions trend is straightforward companies are striving to repackage themselves as providers of solutions to elevate their perception in the marketplace. They are hoping to “cut through the noise” in a more relevant and compelling way with potential buyers. By minting new terms, marketers attempt to create a perception of innovation