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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 strategy:
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:
Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to
stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market. (...)
Excerpt related to
positioning strategy:
... A message strategy audit determines the effectiveness of your positioning
strategy and whether you need to change or tweak it. The ...
Published:
2008-09-01
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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 strategy:
... gates. The process is intended to provide a measuring stick, ie., a way to internally test and judge
your positioning strategy. ...
Published:
2005-12-02
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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
positioning strategy:
... That's when product marketing managers begin to think about the launch of a new version of their
product and a revised positioning strategy. ...
Published:
2007-02-12
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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 strategy:
Lawson Abinanti - March 21, 2007. Comments: 0. Read Comments. Conviction is an important intangible that can make or break
your positioning strategy. ...
Published:
2007-03-21
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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 strategy:
Positioning Starts With A Message Strategy. ... The positioning
statement, along with the supporting points and related detail, complete your message strategy. ...
Published:
2004-09-18
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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 strategy:
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:
NGC e-PLM and e-SPS are NGC’s offerings in product lifecycle management and sourcing for the fashion industry. This product
note analyzes the strengths and challenges that the solutions have and makes recommendations to both the vendor and users. (...)
Excerpt related to
positioning strategy:
NGC e-PLM and e-SPS are NGC’s offerings in product lifecycle management and sourcing for the fashion industry. This product
note analyzes the stre...
Published:
2010-01-08
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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 strategy:
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:
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 strategy:
... a team that's responsible for research, brainstorming, and the iterative process of converging on
the right positioning statement and message strategy. ...
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 strategy:
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
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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 strategy:
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:
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 strategy:
... Make them understand that getting your positioning and message strategy
right is about as important as getting the product right. ...
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 strategy:
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
-
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 strategy:
... a team that's responsible for research, brainstorming, and the iterative process of converging on
the right positioning statement and message strategy. ...
Published:
2005-03-07
-
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 strategy:
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:
Your Challenge: Get Decision Makers' Approval for Strategies for Profitable Growth Aerospace Defense Manufacturing. Specific,
Measurable, Achievable, Relevant and Time-Bound. The aerospace and defense (A&D) manufacturing industry is always changing.
That’s why A&D manufacturers are constantly seeking be (...)
Excerpt related to
positioning strategy:
Your Challenge: Get Decision Makers' Approval for Strategies for Profitable Growth Aerospace Defense Manufacturing. Specific,
Measurable, Achievabl...
Published:
2010-03-11
-
Abstract:
In compliance with the August arbitrator’s report on the conflict between Arthur Andersen and Andersen Consulting, the consulting
firm has announced its new name to be Accenture. It wants this new identity to fully brand it in the marketplace, a task we
think will be harder than Accenture admits. (...)
Excerpt related to
positioning strategy:
In compliance with the August arbitrator’s report on the conflict between Arthur Andersen and Andersen Consulting, the consulting
firm has announc...
Published:
2000-11-08
-
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 strategy:
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
-
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 strategy:
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