One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. You can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end.
The “Back to School” issue of “Pragmatic Marketer” is a classic example of nurture marketing at its best. The quarterly magazine put out by Pragmatic Marketing is jam packed with articles that B2B product managers, product marketers and marketers will not just want to read, but identify takeaways they can put into action immediately.
Even the most obvious position is effective when it is executed consistently and repetitively in all marketing communications. It should be the theme for everything you do in marketing. Yet a compelling position stated once or twice on your website doesn’t move the needle in your effort to claim a position.
If you need to be convinced that differentiation is critical to effective marketing, or you’re convinced but don’t know how to do it, read on.
Three financial reporting vendors fail to prove their transformational claim in latest positioning evaluation
The claim you make in your positioning statement needs to be substantiated otherwise it is a meaningless claim. Of course a claim that has no basis in fact is impossible to prove, as evidenced by three vendors who sell financial reporting and consolidations software, a market Gartner now calls “Cloud Financial Corporate Performance Management Solutions.”