Tag: Product Positioning
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How to excel at competitive analysis
In this post I will share the three frameworks I have used to successfully create, document and share competitive analysis with my clients.
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7 steps for creating, packaging and delivering sales enablement content for high consumption.
Here are the techniques for delivering sales enablement content to maximize consumption by reps, that I learnt
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5 steps for product marketing to make sales enablement content more effective
Sales enablement is one of the most important drivers for success in a software business. It ensures that your existing reps can successfully articulate the value proposition of new products/capabilities, and your new sales reps can become productive quickly. To look at what makes sales enablement successful, let’s start by looking at sales enablement along…
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What is ongoing customer discovery and why you can’t afford to outsource it to your customer success teams?
The customer discovery process has primarily been used by product marketing/product management teams at early-stage software companies before they bring their first product to market. It is also used by larger software companies, who are developing new products to enter new markets. Customer discovery is an iterative process of understanding customers’ situations, needs, and pain…
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3 biggest mistakes that marketers make when positioning their solution
I was recently speaking with a client about some of the positioning mistakes I have seen and wanted to share some of that conversation with the readers of my blog. Following are the three big mistakes I have seen marketers make: Mistake #1: Many marketers/agencies want to invent a new category when positioning their solution,…
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How to position against your biggest competitor?
One of the key activities during the product positioning process is identifying your key competitors and then highlighting how your solution’s key capabilities address customer issues better than the competition. However, many product marketers forget to consider one of the most important competitors in the process (and likely the biggest one) – status quo. In…
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