Differentiate or Die: Positioning: In-house or Outside Agency?

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In today’s noisy, crowded B2B market, Positioning moves to the forefront as a key strategic lever for separating from the pack, accelerating traction and becoming a guide post for every aspect of the business. You’ve hired a smart CMO, so why wouldn’t you do positioning in-house? Why hire a positioning consultancy or expert?

What are the merits of hiring a positioning expert vs. doing positioning in-house?

Why is it easier for an outside firm to drive alignment?

Is it necessary for an outside positioning consultant to have deep expertise in my market and products to be effective?

Also available in this series, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, The best product rarely wins, and The Art of the Reframe.