Why differentiate, and how to do it

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. read more

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.” read more

A formal positioning process saves time so you can do more

If your marketing department is like most, there’s not enough time in the day to do everything on the “todo” list. One reason for this inefficiency is that a lot of time is devoted to figuring out what to say every time you initiate a marketing campaign or activity. read more

Do buyers care that Oracle has more enterprise cloud applications than anyone?

At first blush Oracle appears to be doing a fine job of executing the position that it has “more enterprise cloud applications than anyone.” It is the theme for a currently-running TV ad campaign, and when Oracle president Mark Hurd was asked by CNBC Thursday what sets Oracle apart of the competition, Hurd responded that we have “more enterprise cloud applications than anyone.” read more

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. read more