When technology companies describe what they mean by a "solution", there's usually a lot of handwaving and discussion of hardware and software products bundled with services and maybe third party applications. Sometimes there's a discussion of industry-focused marketing to place the "solution" in the context of an industry problem.
Conversely, when buyers are asked how they define a solution, the answer is both simple and consistent:
A solution is anything that solves our business problem
A solution is not necessarily a hardware and software and services bundle. Sometimes it's just a different process, sometimes it's a rubber wedge that holds a door open so foot traffic moves more freely.
Emphatically, from the buyer's perspective, it's not a bundle of hardware and software and services. In 90-something percent of the time that bundled offering does not directly or comprehensively address the customer's problem, and usually it creates new ones. Ouch.
What technology companies are creating are new SKUs. They're not solutions, they're just bundles of products and services that can be bought off the shelf just like the individual offerings could be.
Buyers are a bit more harsh. They refer to these solution offerings as "happy meals." After all, happy meals are bundles of sandwiches and french fries and a plastic toy (or so I've heard, I haven't frequented a McDonalds restaurant since my kids were young. (McDonalds tagline -- awful food, fattening, but consistent!)
Buyers don't want happy meals.
Buyers want to discuss their business problems with savvy vendors who truly understand their business and jointly develop unique solutions to address their problems. Unfortunately, many, perhaps most sales people are trained to present, handle objections and close.
Executive selling processes don't lead to happy meals. Executive selling processes lead to engaged clients and long, mutually profitable relationships.
