Fellow INN contributor Ellen Carney, a senior analyst with Forrester, posted an interesting opinion piece here on the dynamics between enterprise software buyers and vendors. She points out, vendor representatives often don’t take the “opportunity to build a deep and trusted relationship with an insurer,” which includes playing a partnership role.

Ellen’s Forrester colleague, Ray Wang, recently stirred up quite a fuss with his blog post entitled “Stop Pushing Products That Clients Don’t Need!” Wang says that lately, vendors have been far too aggressive in pushing products to make their numbers, versus acting more as solution partners. Vendors need to focus more on “solution selling and not meeting total account values… Strong relationships are crucial for success, particularly in a difficult economy.”

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