Understanding the Difference Between a Vendor and a Solutions Provider

Why it's more important than ever to understand each role

People working with puzzle pieces
If your outcomes are not aligned with this incentive structure, the results will be suboptimal. iStock

With outsourcing becoming a necessity, it is more important than ever to understand the role of a vendor versus the role of a solutions provider. When is it a good idea to reach out to a vendor, and when are you better off retaining a solutions provider to help you achieve your objectives? Wait. Every vendor says they’re a solutions provider. OK. Let’s say that’s true—which is isn’t. Are you set up to leverage that resource?

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@shellypalmer Adweek opinion contributor Shelly Palmer is CEO of The Palmer Group, a strategic advisory, technology solutions and business development practice focused at the nexus of media and marketing with a special emphasis on machine learning and data-driven decision-making.