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

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

Xerox gets positioning right

The marketing folks at Xerox clearly understand the importance of consistency and repetition in positioning effectively. By positioning, I mean the mental space that you can “own” with an idea that has compelling meaning to the recipient. It’s in this mental space where an important benefit and the customer’s most important need meet, and hopefully stick. read more

Transformation overused in B2B positioning

Future ImageIt’s been almost 25 years since Bill Gates proclaimed that “Windows 3.0 will transform the way you use a PC.” At the time it was an interesting, relatively unique positioning concept, and it succeeded because it was true, first and foremost, but also it had been tested, and Microsoft knew it would work. It addressed the pain associated with MS/DOS; it was unique, and it was repeated over and over throughout the world during the life of 3.0. read more

Selecting a target buyer one key to successful positioning

I was involved in a positioning project where I almost got axed for advocating that we needed to pick one target buyer; I thought it should be the CIO. But the client insisted that every deal is different with different buyers, and it was even suggested that we needed to message to the end user, not to mention the CEO, COO, CFO, line of business manager, and the list went on. It was no way to start a project because no matter the buying situation, one of the keys to successful positioning is to make the tough choice, and decide who usually is the most influential person in the buying process. read more