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? Surprisingly, it’s not just the CMO anymore.
B2B tech positioning expert Bob Wright gives tech execs a new perspective on the strategic role of positioning – and who in the company really matters for creating the break-away positioning your product deserves in today’s noisy landscape. (podcast length: 7 minutes)
Also available, the first podcast in this series, Symptoms you have a positioning problem. And the second, Positioning vs. Branding: Clearing up the confusion.