Differentiation improves marketing and sales effectiveness

Do you wonder why your latest marketing campaign didn’t generate enough good leads? Or why too many sales opportunities stall or result in no decision? read more

Two ways to improve marketing

If you’ve tried to improve marketing effectiveness and not had much success, consider one simple solution and a more radical one. Both are based on positioning. read more

What is positioning and how can it improve marketing?

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone. read more

Do BI vendors ignore competitors’ positions or follow the herd?

Why do so many Business Intelligence (BI) software companies use “insights” as their position? Of the 19 BI companies evaluated in this 4th annual assessment, more than half (11) position around the notion of “insights.” read more

Can ruthless positioning be bloody?

The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. “That sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” read more