Marketing is done in public, so it is easy to determine how companies are positioned in the corporate performance management (CPM) software market. My annual assessment of positioning strategies of leading CPM companies is based on a review of copy on their websites.
The perceptual map at the end of this assessment makes it easy to see how your competitors are positioned.
Positioning is a mental space in the target audience’s mind that you can occupy with an idea that has compelling meaning to the recipient. It’s in this mental space where your solution to the target’s most pressing problem meet and form a meaningful relationship.
The ideal position is unique and important; it addresses the target audience’s most pressing problem. The goal of positioning is to facilitate your target audience’s association of a significant benefit with your product or company. By consistently communicating an idea that has meaning and importance to the target audience, you stake your claim to the position you desire.
But you can’t claim a position in your market if you are making the same claim as one of your competitors. That’s because prospects are attracted to powerful, unique claims, according “Neuromarketing,” a must-read book for marketers and sales professionals.
Lack of differentiation is a problem in every market I follow including the CPM market. As you can see by viewing the perceptual map below that three companies – Oracle, Trintech and Longview – have jumped on the “transform” bandwagon. Three more companies – Anaplan, Board and SAP claim better, faster decisions.
Why is differentiation so important?
Unique claims highlight the difference, gap, or disruption the brain is seeking to justify a quick decision. Neuromarketing explains that the decision-making portion of the brain “responds favorably to clear, solid contrast. It is hard wired to pay attention to contrast. Sharp contrast helps your prospects’ make decisions more quickly and easily, and contrast is often needed to trigger the brain to make a decision.”
Without clear-cut choice, the brain enters a state of confusion leading to a delayed decision or no decision at all.
You’ll achieve that contrast the brain is looking for by making sure your positioning statement is unique. Perceptual mapping – used for this CPM evaluation – makes it easy to see how your competitors are positioned. You get the perceptual mapping tool when you buy my book or attend my on-line workshop.
The perceptual map below includes links so you can check my work. My assessment was completed at the end of October 2018: