Get rid of the “silo effect” to save time and money

Imagine a new marketing campaign in which you focused your efforts on ensuring creative execution of your message strategy rather than spending time figuring out what to say, and then even more time explaining what you want the writer to write.

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How to eliminate the “silo effect” and start claiming a position you can own

The “silo effect” is when each marketing collateral piece seems to be envisioned and created in isolation. There is no continuity and consistency in the message to the market. Every marketing piece is a one-off which is no way to do positioning.

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Not much differentiation in the BI market

Many Business Intelligence (BI) software marketers would be well served to read “Positioning: The Battle for Your Mind.” Most are doing exactly what Ries and Trout identified as a problem way back in 1981 when the book was first published:

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How long should you stick with your positioning? When should you change it?

Once you have found the ideal positioning for your company or offering, you should stick with it for an extended period – at least 18 months and the longer the better – several years; perhaps forever. That’s because consistency and repetition are the keys to claiming a position in your market and giving it staying power.

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Health check tells you how effective your positioning really is

Based on the results from the survey I’m conducting, B2B software and technology marketers desperately need a realistic way to self-assess their positioning effectiveness. That’s because 69% of respondents (137) think they are doing a good job of positioning, but the evidence suggests many are kidding themselves.

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