Three CPM 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

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. read more

Can the transformational talk please stop!

I don’t think B2B technology marketers have any idea what a true transformation is. Transformation means to change from one form to another. Caitlyn Jenner is a good example of a transformation. With Caitlyn in mind, how many businesses turn into something totally different? One in one hundred, maybe. And how many B2B software companies are truly changing the way their customers do business? None. read more

Connect with buyers by telling them a good story

I make a living helping B2B software companies position effectively, but I recently sent an e-mail to a prospect telling him to hire a good writer rather than me. While the prospect’s position wasn’t very compelling, the writing was terrible. The prospect needed a quick fix, not a several month positioning project. I felt a good writer would give the prospect time to do positioning right. read more

Management should approve your positioning strategies

One way to insure that members of the management team use your positioning strategies is to seek their formal approval for each one. Members of the management team communicate regularly with important market influencers, including financial analysts, industry analysts and media, all of whom need to hear the same coherent message – a concise, compelling reason for why they should invest, recommend or write about your company, its products and services. read more

Don’t let egos sink your positioning strategy

This is a sensitive subject. It involves taking an unflinching look at the inner you, and committing yourself to a quest for the truth. No, I’m not talking about the latest fad in philosophy or munching magic mushrooms. My subject is developing your product’s positioning strategy – and the potential negative impact preconceived notions, biases and egos can have on it. read more

3Cs research is the key to successful positioning

Positioning shouldn’t be left to chance. But unless you do your research – I call it the 3Cs of successful positioning – your message to the market has almost no chance of hitting the mark. In this blog, originally written for MarketingProfs’ daily newsletter, I explain why you need to know the 3Cs – your customer, channel and competition – as well as you know your B2B product, service, solution or company. read more