What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website.
What happens when your position doesn’t differentiate you from the competition? What affect does it have on marketing? And what about sales?
What is the difference between branding and positioning? Some think they are one and the same.
Others get them confused, thinking positioning is branding and vice versa. I will never forget the presentation I made many years ago to the new ad agency tasked with branding the company I was working for in Europe. I explained the framework the team used to position one of our products, including the position for it. After our agency team huddled for a few minutes, they came back and said we had already done branding.
Is there a disconnect between your marketing team and sales? Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them?
I have been asking sales consultants for the last month whether they have ever worked with a B2B software company that has alignment between sales and marketing. I have yet to get a “yes” answer but instead they say it’s a problem that does not have a solution until the structure of sales and marketing is blown apart. Then reconstructed in a way that sales and marketing become a cohesive team that works together rather than at odds with each other.