A snapshot of today's B2B selling environment: Sales cycles are chaotic and getting ever longer. It is impossible to predict results and plan for the future. Customer bases are eroding. Satisfaction and retention rates are dropping, and customer relationships are not expanding. In The Prime Solution, author Jeff Thull presents sellers with the integrated, cross-functional approach required to develop and deliver compelling whole solutions, and profit in today's complex B2B environment. The Prime Solution leads B2B sellers through major components of the value promise system, such as the creation, marketing, selling, implementing, and measurement of whole solutions, or prime solutions, that fully deliver on their promise to customers. The Prime Solution shows sellers how to turn value fulfillment into a core competency, because they've helped customers understand and achieve the full value of the products and services they've purchased. The power of this model rests in closing the ""value gap"", or that frustrating division often created by sellers who have either been unable or unwilling to fulfill the promises they've made about their products, and by customers who are unwilling or unable to comprehend the total value received. Author Jeff Thull describes a disciplined, ""all-hands"" approach that involves all the teams in an organization connected to the customer: R&D, marketing, sales, and service. This practical, whole solutions approach has been used with astonishing success by small to midsized companies as well as major corporations worldwide. Whether in technology, manufacturing, professional services, health care, or finance, this is a guide for professionals involved in creating, marketing, and delivering complex B2B products and services. Senior management, sales and marketing managers, technical specialists, product managers, customer service and account managers will find new ideas and tactical solutions in The Prime Solution that will go a long way in closing the ""value gap"" and increasing revenue.