Differentiate or Die: Is your positioning winning or losing?

Is your positioning winning or losing? How 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. Or we receive a desperate call by a tech executive to come in and clean up after an expensive branding effort that missed the mark. This got us thinking about a couple of questions that we hear time and time again.

Branding and positioning work together: a new framework

To cut through the brand-positioning confusion, we have developed a brand and positioning framework. This framework has been successfully used to educate our clients and help them clearly understand the distinctions between branding and positioning and how they play together.

Why sales doesn’t use your presentation

How to connect marketing to sales reality and drive revenue growth Sales thinks your marketing presentations are nice, but they don’t use them. Firebrick Consulting recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do […]

Infographic: Sales doesn’t use your presentations

Sales thinks your marketing presentations are nice, but they don’t use them. We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do to improve the quality and effectiveness of what they produced.

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 in the market. But as you know, every successful tech company first needs the right foundation — and Step 1 is strong positioning that will engage and win sales cycles, while establishing […]

The difference between winners and losers

After working with almost 300 clients over the past several years, the difference between the winners and losers among technology companies has become clear.  The winners almost always share these four qualities: They have a specialized focus (like social media management, big data analytics or IT operations). They have unique IP or an original approach like distributed architecture. They’re […]

Tech positioning for a new era

What do successful companies of every size — from Apple and Cisco to Riverbed and Workday — all have in common?

In B2B, Different Doesn’t Sell

We have a client with innovative IP that has developed a disruptive cloud infrastructure platform and service. The value of this technology is significant because it delivers a 2X performance for ½ the cost – and has the promise to completely upend the market. Needless to say, the founders are brilliant – often the smartest […]

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. I’ve also seen quite a few companies turn their strategies into significant drivers of revenue growth. What makes the difference?

SMB is not a market

You’d be surprised how often clients describe their market as “SMB” (small and medium businesses). Or the “Fortune 500.” Or “IT executives.” It’s the marketing equivalent of sending someone to the store with the instruction “bring me back some groceries.”

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

A new data-driven approach to finding the highest propensity-to-buy customers. Recently I was talking to a CEO that was brought in by investors to scale-up a technology company in a hot new emerging category.

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 they need to be in to meet their revenue goals, and a new data-driven approach we’ve developed to help solve that dilemma.

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. Capitalizing on a change in strategy or inflection point often requires solving a new customer problem, selling and marketing to a different set of buyers and competing against a new group of competitors.

How to build your buyer persona: the checklist

Recently we wrote about how often tech companies define their market in meaningless terms that fail to connect sales and marketing efforts to the real buyer at the point of revenue. Wouldn’t it be nice, we thought, if someone put together a list of questions – to steer customer interviews that will give you a clear […]

Get your story straight

What do top technology companies have in common? Think about  SalesForce,  IBM,  VMware,  Workday,  Apple,  Riverbed,  Cisco.  What separates market leaders and category creators from the rest of the pack? 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 as the new levers for disrupting markets, driving valuations and significant revenue growth. Companies such as Zuora are fueling the “subscription economy”. And a new generation of companies and products has taken advantage of […]