Differentiate or Die: The Best Product Rarely Wins
Like it or not, in today’s B2B market landscape the best product rarely wins. Buyers don’t care about all your features and functions, and they do expect you to know what THEY care about. Old positioning models simply don’t have what it takes to help you resonate with today’s buyers, and a new approach is required to clearly differentiate and build category leadership that moves the revenue needle.
What does it take for a company to stand-out in todays crowded categories?
How does positioning support new selling realities such as blended channels and land/expand?
What are the three buyer questions that winning positioning must always answer?
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, and When positioning expires.