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


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 problemPositioning vs. Branding: Clearing up the confusionB2B Positioning, CEO or CMO agenda?Is your positioning winning or losing?Stop the geek speakSetting the foundation for successful positioningB2B Positioning with and agency or in-houseWhen positioning expiresThe best product rarely wins, and The Art of the Reframe.