Three Rules of Powerful Positioning & MRD's
John Mansour
In this edition...
- Three Rules of Powerful Positioning
- Market Requirements Documents - Great in Theory, Not So Great in Practice
- Your 2010 Strategic Planning Process - Avoid the Silos
- The Best Story Always Wins the Sale. Sometimes, the Best Product Wins
- Resources for Becoming a Market-Driven Product Company
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Three Rules of Powerful Positioning - Kurt Ballard
The only way to differentiate in today's hyper-competitive economy is your positioning and messaging. With no differentiation, the lowest price will rule the day. Once this happens your value proposition may as well be "me too." Adhere to these three rules and avoid the "me too" syndrome. Read the complete article. No registration required.
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Market Requirements Documents (MRD's) - Great in Theory, Not So Great in Practice - John Mansour
No one would argue the value of connecting product features to market needs, the primary objective of Market Requirements Documents. But the reality of how MRD's are created and used may actually defeat their purpose. There's a more practical approach that yields better results. Read the complete article. No registration required.
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Your 2010 Strategic Planning Process - Avoid the Silos
If your 2010 strategy is nothing more than a roll up of the sales strategy, the marketing strategy, the strategy for each product and so on, conflict will haunt you from January 1st through December 31st.
Try a more holistic approach:
1. Define measurable company goals for 2010
2. Define/prioritize your target markets (by segment not product category)
3. Prioritize marketing and product investments by segment
4. Get a list of tactical initiatives and quantifiable goals from each department head to support items 1-2
5. Combine the above and you've got a strategy the entire company is aligned with
You'll make more money and have more fun doing it. You have the knowledge. We have the framework. Contact us to help make your 2010 strategic planning process simple and painless.
The Best Story Always Wins the Sale. Sometimes, the Best Product Wins.
If you've ever lost a sale to an inferior product, you know that sinking feeling. While the buyer will tell you the competitor's product is a better fit, the truth is the competitor's story is a better fit. The only time the best product wins is when it's attached to the best story.
The art of storytelling is simple. So simple (almost) anyone can learn to position and sell your solutions. If each of your sales people closed one additional deal every quarter, imagine the impact on your top line.
You have the knowledge. We have the framework. Contact us to learn how simple it is to out-market and out-sell your competition with a better story.
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Resources to Help You Be More Market-Driven
- Tips for analyzing markets and creating strategy
- Tips for product planning and requirements definition
- Tips for improving product development
- Tips for better positioning, marketing, sales and product demos
- Tips for accelerating your career
- Webinars covering many the above topics
Learn How to Become a Market-Driven Product Company
- Training for Product Managers & Product Marketing Managers
- Training for Sales and Marketing
- Training for Executives & Senior Managers
No one makes it easier than ZIGZAG Marketing