Over the decades I have worked with and for several global systems integrators (GSI) and cloud service providers (CSP) helping to build and grow their businesses. It is always interesting when a new technology or business framework gains popularity in how a GSI tries to identify what market it aligns to and what client personas to sell to. Traditionally it has been broken down to business and technical personas. Business personas are about outcomes while technical personas are focused on solutions.
Difference between Solution versus Outcome
It comes down to What, Why and How:
- Delivering a Solution (The “How”) focuses on providing a specific product or service to address a perceived problem. The responsibility lies primarily with the service provider to deliver according to specifications, with success measured by timely, budget-compliant delivery and meeting technical requirements. For example, installing a CRM system constitutes delivering a solution.
- Delivering an Outcome (The “What” and “Why”) centers on achieving specific, measurable business results aligned with the client’s goals. Responsibility is shared, with providers acting as trusted advisors to ensure the solution leads to the desired impact, such as increasing sales by optimizing processes beyond just implementing technology. Success is measured by tangible business improvements like revenue growth or efficiency gains.
The importance of this distinction is
- Client satisfaction depends on achieving business objectives rather than just technical delivery.
- Outcome-focused providers build trust and partnerships, moving beyond transactional relationships.
- This focus enhances value propositions, flexibility, and proactive problem-solving.
Technology Solutions and Technology Outcomes
- Technology Solutions involve delivering specific technical components like software applications or infrastructure, with success measured by technical metrics such as uptime and performance. Example: building an e-commerce website with functional features.
- Technology Outcomes focus on achieving strategic business goals through technology, requiring understanding of business processes and ongoing optimization. Success is measured by business metrics like increased sales or reduced costs. For example, the e-commerce site’s outcome could be a 20% sales increase or improved customer support efficiency.
Pivoting to technology outcomes is the fail for many Technical Services organizations since the technical personas they classically deal with may be one organization level away from business and technology alignment. Add to that the lack of experience in selling to business value or outcomes where the budgets ultimately roll up into. Because of this there are new personas to consider starting with the CTO.
Intersection of Business and Technology
Clients address this with the addition of a CTO role and/or an Office of CTO where all stakeholders to their company’s desired business outcomes are aligned, have accountability, and budgets are arrived at. They
- Avoid “feature factories” that build without clear business value.
- Ensure technology investments deliver tangible ROI.
- Aligns technology efforts with business strategy.
Service providers capable of selling and delivering business outcomes get elevated to strategic partners.
Value of Advisory-led Services
Lack of understanding of business goals leads to building technology without linking it to measurable outcomes. Advisory can develop ROI-focused business cases and technology roadmaps.
- Process Optimization: Automating inefficient processes without re-engineering leads to poor results. Advisory can assess and redesign workflows and manage change.
- Organizational & Cultural Impact: Ignoring human factors causes low adoption. Advisory can guide stakeholder engagement, training, communication, and talent development.
- Risk Management & Governance: Focusing only on technical risks misses broader business risks. Advisory can provide comprehensive risk assessments and governance strategies.
- Data Strategy & Analytics: Implementing data systems without leveraging insights limits value. Advisory can define data architecture and analytics capabilities.
- Post-Implementation Optimization: Viewing delivery as one-time misses continuous improvement. Advisory can monitor performance and suggest enhancements
Summary
Focusing solely on technology solutions limits the provider’s role and the client’s value realization. Clients are interested in measurable business outcomes and value providers that understand their business. Solutions are tools in delivering to outcomes. This is why advisory-led services deliver maximum value to the client and efficiency in provider resources building trust and strong partnerships to enjoy mutual success.