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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
strategy statement:
... A solid message strategy, the foundation for all your marketing, consists of the positioning
statement and three, carefully chosen, support points. ...
Published:
2004-09-18
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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
strategy statement:
... address one of the top problems, you need to change your positioning statement. ...
one that's not unique, you may want to consider changing your message strategy. ...
Published:
2008-09-01
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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
strategy statement:
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:
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
strategy statement:
... You need to be able to answer the following questions before you start to develop a positioning statement
and message strategy for your product or service: ...
Published:
2007-03-21
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Abstract:
Business strategy, a road map telling us how the business plans to be successful, does not guarantee success. Strategy execution
requires business processes that do what the strategy calls for--and do it well. In today's automated world, these business
processes rely on business systems. Therefore, a dir (...)
Excerpt related to
strategy statement:
... Start with a clear statement of business strategy and break down the
various processes and functions that must be executed to follow the strategy. ...
Published:
2004-07-31
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Abstract:
Extended Enterprise Vision.Find Free IT Reports, Case Studies, and Other Resources Linked to the Extended Enterprise. Small
and medium enterprises (SMEs) are facing new challenges and opportunities. By linking people, processes, and workflows from
inside and outside your company, business management softw (...)
Excerpt related to
strategy statement:
Extended Enterprise Vision.Find Free IT Reports, Case Studies, and Other Resources Linked to the Extended Enterprise. Small
and medium enterprises ...
Published:
2010-03-11
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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
strategy statement:
... It's especially useful when creating a product message strategy that includes a
positioning statement (number 8 in the rationale document) and three or four ...
Published:
2007-02-12
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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
strategy statement:
... A positioning strategy includes your message strategy (a positioning
statement and support points), important research findings, a rationale explanation, and ...
Published:
2005-12-02
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Abstract:
With sales being the lifeblood of virtually any company, selling should be an accurately accountable process forming the
basis of overall strategic objectives. Still, the question remains: how much enterprise incentive management (EIM) do enterprises
need, and in what form? (...)
Excerpt related to
strategy statement:
With sales being the lifeblood of virtually any company, selling should be an accurately accountable process forming the basis
of overall strategi...
Published:
2006-11-28
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Abstract:
Aligning information technology (IT) with corporate strategy is key to maximizing the business impact of IT investments.
Tree Top's structured process of reviewing proposed IT investments will allow an enterprise to understand this alignment,
and prioritize investments. (...)
Excerpt related to
strategy statement:
Aligning information technology (IT) with corporate strategy is key to maximizing the business impact of IT investments. Tree
Top's structured pro...
Published:
2006-04-05
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Excerpt related to
strategy statement:
... stack (for example Infor Demand Planning), what will this strategy mean to ...
s inbound and output payments, as well as provide bank statement reconciliation with ...
Published:
2010-08-24
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Abstract:
Oracle's vision of a complete collaborative e-Business solution requires a database strategy, an application server strategy,
and an e-business strategy. Will users buy into this vision? (...)
Excerpt related to
strategy statement:
Oracle's vision of a complete collaborative e-Business solution requires a database strategy, an application server strategy,
and an e-business st...
Published:
2005-03-15
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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
strategy statement:
... of twelve to fifteen PowerPoint slides that summarized the research that led to the proposed message
strategy—a concise positioning statement (twelve words ...
Published:
2005-06-25
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Abstract:
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because
of its perceived relevance to the selling process. It won't be long before several B2B software companies position their products
as providing a superior ROI. Read on to find out if (...)
Excerpt related to
strategy statement:
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because
of its perceived relev...
Published:
2004-06-01
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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
strategy statement:
... 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:
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
strategy statement:
... 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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Excerpt related to
strategy statement:
... SaaS), but does Infor have a more wide-ranging on-demand strategy in place? ...
cardinal mistake (this is my own assumption, not the official statement by Infor ...
Published:
2010-07-30
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Excerpt related to
strategy statement:
... Ultimately, this strategy change might make sense for customers, partners, and ...
market solution for generating financial statements (income statement or profit ...
Published:
2009-03-11
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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
strategy statement:
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:
Discover the best-of-class financial systems strategy: an alternative to enterprise resource planning (ERP) platforms.Download
this free white paper. This white paper features insight from the UNIT4 group about issues facing companies that need an adaptable
financial system but not necessarily a full-blow (...)
Excerpt related to
strategy statement:
Discover the best-of-class financial systems strategy: an alternative to enterprise resource planning (ERP) platforms.Download
this free white pape...
Published:
2010-07-06