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Abstract:
Many business-to-business (B2B) software companies don't have a formal positioning process, and it's costing them time, money,
and much more—a marketing message that misses the mark. This article explores the benefits of implementing a business process
for positioning. (...)
Excerpt related to
positioning strategies:
... team with key members from product marketing, corporate marketing, and sales, plus the director or vice
president responsible for all positioning strategies. ...
Published:
2005-12-02
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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
positioning strategies:
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
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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
positioning strategies:
... your strategy. That's why many companies end up with muddled positioning strategies
for their products or services. They jump from ...
Published:
2007-03-21
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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
positioning strategies:
Understanding the difference between branding and positioning is especially important if you're involved in marketing
B2B software. That differenc...
Published:
2004-11-26
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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
positioning strategies:
... product features with analysts or the media, they knew where to start—with the product managers, their
positioning statements, and their message strategies. ...
Published:
2005-06-25
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Abstract:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This case study explains why it's important to dig deeper when a company of interest to you changes its marketing
campaign. (...)
Excerpt related to
positioning strategies:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This ...
Published:
2006-01-05
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Abstract:
This article describes the unique challenges of the service supply chain, provides a framework for understanding the service
management decision hierarchy, and highlights the dramatic value proposition available to companies that deploy advanced service
strategies and decision-support tools to address th (...)
Excerpt related to
positioning strategies:
This article describes the unique challenges of the service supply chain, provides a framework for understanding the service
management decision h...
Published:
2004-06-22
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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
positioning strategies:
... Make it your goal to get this point across to anyone involved the positioning process
and you'll increase the chances that they'll use your message strategies. ...
Published:
2005-03-07
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Abstract:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This case study explains why it's important to dig deeper when a company of interest to you changes its marketing
campaign. (...)
Excerpt related to
positioning strategies:
SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing
professionals? This ...
Published:
2006-01-05
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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
positioning strategies:
... The positioning statement, along with the supporting points and related detail ...
that helps B2B software companies create compelling message strategies that build ...
Published:
2004-09-18
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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
positioning strategies:
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
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Abstract:
Failing to ask "so what?" of a positioning statement can mean losing an opportunity to communicate what is really important
to the target market, and to gain some credibility. (...)
Excerpt related to
positioning strategies:
Failing to ask "so what?" of a positioning statement can mean losing an opportunity to communicate what is really
important to the target market, ...
Published:
2006-02-17
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Abstract:
The Five Keys to World-class Distribution. Get Articles and Other Documents In Relation To the World-class Distribution. When
looking at extended enterprise resource planning (ERP), supply chain management (SCM), or customer relationship management
(CRM) solutions, some companies get distracted by details (...)
Excerpt related to
positioning strategies:
The Five Keys to World-class Distribution. Get Articles and Other Documents In Relation To the World-class Distribution. When
looking at extended e...
Published:
2010-03-11
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Excerpt related to
positioning strategies:
... employees). 2. Establishing objectives consistent with both the overall corporate and human resource
positioning/strategies. 3. Comparing ...
Published:
2010-11-16
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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
positioning strategies:
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:
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
positioning strategies:
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
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Abstract:
What's keeping your customer up at night? Know thy customers—and their problems. (...)
Excerpt related to
positioning strategies:
... The Three C's of Successful Positioning Part Three Part Three: Get Your ...
firm that helps B2B software companies create compelling message strategies that build ...
Published:
2005-03-29
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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
positioning strategies:
... Make it your goal to get this point across to anyone involved the positioning process
and you'll increase the chances that they'll use your message strategies. ...
Published:
2005-03-07
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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
positioning strategies:
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:
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
positioning strategies:
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