LECTURAS SESIONES 3-4ane Rethinking the 4 P’s by Richard Ettenson, Eduardo Conrado, and Jonathan KnowlesIDEA WATCH FOR ARTICLE REPRINTS CALL 800-988-0886 OF GTA7E®7500, OR VISIT HBRLORG MARKETING by Richard ettenson, Eduardo Conrad, and Jonathan Knowles Rethinking the 4 P’s stimetortoothe Pst makeing [eset itm frfne unig the eter e Pye ce pzeandpometon ves cosner nate we or tettacon, tite 35 on they Yl nanow prodicecsed tates tht arrest th en peri todlerschtos inate yeastdynveingmorthan S00 manages snd somes nae counrandacrostawiderange of 2 i- sy, ve ound hat the 4 olan ers a acter important set nds thet maketng an sls testo sen produc echnlony and haly eventhough theses ne nga teens tae snpy th cst tr ttanderemphasie the ned bull Srobusteatefr hepa te Sons Ani dst then om ever ‘engi avatageass sted lagi avian rte lng Ist thatthe Paella jst thattny ee beret ose Fotiavets asthe pt shows, cor mode ste thecmphat om pod tetsto oto, plc oars, peta ‘ae and pronion eden SAVE, peery Motorola Solitons, aloes fhe nem ranean ase AYE ue he testing is betngergneton indie getemmetstateps nthe gor troment and ener sector late ‘athe in ested te eqtoments for successfully making the shift from 4's thinking to SAVE, First, management must encourage a solutions mind-set throughout the organi- zation. Many B28 companies, particularly those with an engineering or a technol- ‘ogy focus, find it difficult to move beyond thinking in terms of “technologically su- perior" products and services and take a ccustomer-centricperspectiveinstead. ‘Second, management needs to ensure thatthe design of the marketing organtza- tion reflects and reinforces the customer: centric focus, At Motorola Solutions, this Jed to the dramatic reorganization ofthe ‘marketing function into complementary specialties, allowing focus on each element ofthe SAVE framework and alignment with ‘the customer's purchase journey. ‘And third, management must create collaboration between the marketing and sales organizations and with the develop- ment and delivery teams, Motorola Solu- tions required that specialist teams cor ‘entrate on solutions and coordinate their approaches to specific customer needs, ‘This ensured that functional boundaries id not determine the firm's solutions. 'BaB marketers who continue to em brace the 4 P's model and mind-set risk geting locked intoa repetitive and increas- ingly unproductivetechnologicalarmsrace, ‘The SAVE frameworkis the centerpiece of ‘anew solution-selling strategy—and B2B firms ignoreitattheirperi. © MER Reprint 9016 fret ECT (CTT: Perna icone Ise Kel ng CCU See Pie eee ee cee Bical Aa Instead of Part Aa Pst an toch Mi gbe lchard Ettongon ea professorat Thunderbird Sool of lebal Management. ‘ard Conrado 3 seni VP andthe chit ‘marketing offloor at Motor Seton Jonathan Knows isthe CE0 of ype ‘enautng, January-February 012 Harvard business Rew =