-
Abstract:
What's keeping your customer up at night? Know thy customers—and their problems. (...)
Excerpt related to
customer positioning:
... the one outlined in figure 1 provides a way to include both demographic and psychographic information
in a customer profile. In positioning, psychographic data ...
Published:
2005-03-29
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Abstract:
There is a method to take you through the positioning process, where success depends on understanding three Cs--your Customer,
your Competition, and your Channel. This series of articles will explain how to use them to gather intelligence, challenge
assumptions, and test your positioning. (...)
Excerpt related to
customer positioning:
There is a method to take you through the positioning process, where success depends on understanding three
Cs--your Customer, your Competition, a...
Published:
2005-02-21
-
Abstract:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, especially if you have limited time and resources. (...)
Excerpt related to
customer positioning:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, espec...
Published:
2005-02-28
-
Abstract:
An effective business case must link CRM with achieving organizational objectives; but this step is just the beginning. Credibility
implies that the document clearly delineates assumptions regarding cause and effect plus the mechanism that will be used to
assess results and declare success. (...)
Excerpt related to
customer positioning:
An effective business case must link CRM with achieving organizational objectives; but this step is just the beginning. Credibility
implies that t...
Published:
2004-11-09
-
Abstract:
If there's a disconnect between your channel and your marketing team, neither will reach their full potential. In this column,
you’ll see how involving your channel in the positioning process is a key ingredient in successful marketing and sales. (...)
Excerpt related to
customer positioning:
... This is the third column in a series on the three Cs of successful positioning—your
customer, your competition, and your channel—to help you understand how ...
Published:
2005-03-07
-
Abstract:
Customer Success. Find Free IT Reports, Case Studies, and Other Resources Associated with the Customer Success. Old-world
quality is great for a chocolate manufacturer, but old-style business systems are not. Hauser Chocolatier learned this the
hard way, struggling for years with DOS-based accounting soft (...)
Excerpt related to
customer positioning:
Customer Success. Find Free IT Reports, Case Studies, and Other Resources Associated with the Customer Success. Old-world
quality is great for a ch...
Published:
2010-03-11
-
Abstract:
Customer Success. Find Free IT Reports, Case Studies, and Other Resources Associated with the Customer Success. Old-world
quality is great for a chocolate manufacturer, but old-style business systems are not. Hauser Chocolatier learned this the
hard way, struggling for years with DOS-based accounting soft (...)
Excerpt related to
customer positioning:
Customer Success. Find Free IT Reports, Case Studies, and Other Resources Associated with the Customer Success. Old-world
quality is great for a ch...
Published:
2010-03-11
-
Abstract:
For a successful customer relationship management (CRM) implementation, the chief executive officer (CEO) must have an ongoing
role in the process. The project implementer must be aware of common CRM misconceptions, and communicate the nature of CRM
to c-level management. (...)
Excerpt related to
customer positioning:
For a successful customer relationship management (CRM) implementation, the chief executive officer (CEO) must have an ongoing
role in the process...
Published:
2006-11-23
-
Abstract:
In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B
software companies do it well, thus failing to set themselves apart from their competitors. There are many reasons for this
void, and this column will help fill one big one by descr (...)
Excerpt related to
customer positioning:
... A good positioning statement easily adapts to various media—from magazine ads and trade
shows to sales meetings and customer calls. ...
Published:
2004-09-18
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Abstract:
Lack of consensus about the marketing message is a common, especially when the message differs between top management and
the rest of marketing communications. Adopting a positioning process including executive management approval can be the answer. (...)
Excerpt related to
customer positioning:
... true foundation that builds a solid, unassailable positioning. What the product delivers—the
key benefit attuned to the needs of the customer—is typically ...
Published:
2005-06-25
-
Abstract:
Customer Success. Download IT Research White Papers Linked To the Customer Success. For years, Sage MAS 90 ERP served Metrolina
Greenhouses well as its accounting and distribution solution. But continued growth and expansion led it to seek a comprehensive
warehouse management solution (WMS), to incorporat (...)
Excerpt related to
customer positioning:
Customer Success. Download IT Research White Papers Linked To the Customer Success. For years, Sage MAS 90 ERP served Metrolina
Greenhouses well as...
Published:
2010-03-11
-
Abstract:
If there's a disconnect between your channel and your marketing team, neither will reach their full potential. In this column,
you’ll see how involving your channel in the positioning process is a key ingredient in successful marketing and sales. (...)
Excerpt related to
customer positioning:
... This is the third column in a series on the three Cs of successful positioning—your
customer, your competition, and your channel—to help you understand how ...
Published:
2005-03-07
-
Abstract:
Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal
positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become
vehicles that transfer product knowledge to marketing and (...)
Excerpt related to
customer positioning:
... position a product, you need a thorough understanding of customer problems, channel
... questions become part of a rationale document for your positioning strategy ...
Published:
2007-02-12
-
Abstract:
An effective business case must link CRM with achieving organizational objectives; but this step is just the beginning. Credibility
implies that the document clearly delineates assumptions regarding cause and effect plus the mechanism that will be used to
assess results and declare success. (...)
Excerpt related to
customer positioning:
An effective business case must link CRM with achieving organizational objectives; but this step is just the beginning. Credibility
implies that t...
Published:
2004-11-09
-
Abstract:
You need conviction to skillfully handle the inevitable criticism during the positioning process. Otherwise, you're likely
to try something different every time someone challenges you. This doesn't need to happen. Adopt a positioning process that
includes an evaluation criterion. (...)
Excerpt related to
customer positioning:
... an important intangible that can make or break your positioning strategy. You begin
to develop conviction through research on your customer, competition, and ...
Published:
2007-03-21
-
Abstract:
Learn how to avoid the most deadly sin of all marketing—using the same position or a similar one as your competitor, and
not knowing it. (...)
Excerpt related to
customer positioning:
Learn how to avoid the most deadly sin of all marketing—using the same position or a similar one as your competitor, and not
knowing it.
Published:
2005-08-15
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Abstract:
Understanding the difference between branding and positioning is especially important if you're involved in marketing B2B
software. That difference can seriously impact the cost of marketing your software. (...)
Excerpt related to
customer positioning:
Understanding the difference between branding and positioning is especially important if you're involved in marketing
B2B software. That differenc...
Published:
2004-11-26
-
Abstract:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, especially if you have limited time and resources. (...)
Excerpt related to
customer positioning:
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with
the sales channel, espec...
Published:
2005-02-28
-
Abstract:
For a successful customer relationship management (CRM) implementation, the chief executive officer (CEO) must have an ongoing
role in the process. The project implementer must be aware of common CRM misconceptions, and communicate the nature of CRM
to c-level management. (...)
Excerpt related to
customer positioning:
For a successful customer relationship management (CRM) implementation, the chief executive officer (CEO) must have an ongoing
role in the process...
Published:
2006-11-23
-
Abstract:
Growing Food and Beverage Businesses. Find Free Plan and Other Solutions to Define Your Project Implementation In Relation
To Food and Beverage Businesses. Global demand for food and beverages continues to rise, and the market will pay a premium
for partially prepared healthier choices. Food and beverage (...)
Excerpt related to
customer positioning:
Growing Food and Beverage Businesses. Find Free Plan and Other Solutions to Define Your Project Implementation In Relation
To Food and Beverage Bus...
Published:
2010-03-11