Have you been thinking about changing your position because of the COVID-19 pandemic? Much has been written about the need to adjust your marketing to take into the account the crisis.
In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy. Just identify the benefit of a really important piece of unique functionality and you had a potential positioning statement.
If there is a valid reason to change your position, this is the best time to do it while there is a lull in the action. Your target audience is thinking about vacation, not buying software. You’re probably juggling less balls in the air and have a little time to think about positioning.
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?