Perspectives

Differentiate or Die Video: Tech Positioning for a New Era

Is your company pitch boring your audience? There is a better way.

Differentiate or Die: Stop the Geek Speak

Is your company pitch 36 slides of techno jargon? Are executive buyers turned off by your geek speak?

Differentiate or Die: Is your positioning winning or losing?

Is your positioning winning or losing? How do.you know? What are the metrics for success?

Differentiate or Die: B2B Positioning, CEO or CMO agenda?

B2B Positioning: Whose job is it anyway? Who in your B2B tech company is responsible for positioning?

Differentiate or Die: Positioning vs. Branding, clearing up the confusion

What is the difference between branding and positioning? If I am a B2B tech company, do I need both?

Differentiate or Die: Symptoms you have a positioning problem

Listen to the first in our podcast series about the keys to creating powerful B2B tech positioning stories.

Positioning, Branding, or both? Let’s clear up the confusion.

Often we get calls from B2B tech companies looking for a brand strategy.

Branding and positioning work together: a new framework

To cut through the brand-positioning confusion, we have developed a brand and positioning framework.

Why sales doesn’t use your presentation

Sales thinks your marketing presentations are nice, but they don’t use them.

Infographic: Sales doesn’t use your presentations

We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing

Firebrick Positioning Scorecard

Today more than ever, tech companies are moving a mile-a-minute and marketing executives are looking for quick ways to make a big splash...

The difference between winners and losers

After working with almost 300 clients over the past several years, the difference between the winners and losers has become clear

In B2B, Different Doesn’t Sell

“Different” doesn’t sell. How to set the stage and enable an articulated value proposition that no competitor can match.

7 deadly sins: what can we learn from failed revenue strategies?

In the course of working with over 200 technology companies during the past couple of decades, I have observed a lot of failed strategies.

SMB is not a market

You’d be surprised how often clients describe their market as “SMB” (small and medium businesses).

How will you make your number this year? (Part 1)

A new data-driven approach to finding the highest propensity-to-buy customers.

How will you make your number this year? (Part 2)

In our last post, we talked about the challenges B2B tech companies face in identifying the right sales cycles

Who’s writing checks for tech? The CMO.

B2B technology companies, meet your new best customer. The CMO. That’s not a typo, it’s a documented trend.

Firebrick’s Global Cloud Study, Part 1:

What we learned from more than 90 IT executives at some of the world’s largest companies.

8 Symptoms: you know you have a positioning problem when…

A change in strategy changes everything. It cannot be undertaken lightly.

How to build your buyer persona: the checklist

Wouldn’t it be nice, we thought, if someone put together a list of questions – to give you a clear picture of your buyer..

Get your story straight

What do top technology companies have in common? They tell powerful stories.

Business models become the new disruptor

B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront...