Posted on January 09, 2017
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:
An engaging point of view stems from a company’s positioning strategy. Look at what successful companies like Box, Jive, RightNow, Salesforce.com, SuccessFactors, Workday and Yammer all have in common. In addition to impressive multiples, they all have powerful, differentiated positioning stories.
Companies need to abandon the traditional product-centric approach to positioning that plagues most stories with me-too feature lists and vendor geek speak. In its place, they should lead with more buyer-centric positioning that answers these three questions:
Answering these questions is harder for most than they think it will be. Try it out on your company to see if you have a powerful, differentiated story.