Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
What to do when your competitors are all screaming for attention
I’m sitting here on the plane about to take off from Vancouver, BC where we just presented messaging and positioning ideas to a great technology client in a very hot space. As always, we took a look at their competitors’ messaging. It turns out, almost all their competitors are positioning as the leader. No surprises there. We see this pattern across a lot of industries. What was surprising were the grandiose superlatives rampant in the … [Continue reading]
The one question we get asked most often
I haven’t taken an official poll, but I’m pretty sure there’s one question B2B sales and marketing leaders ask us more than any other. It often comes up in the very first meeting with new clients or gets asked after we’ve spoken at an event. And it goes something like this… “Our company has all these different products and services. We’re in all these different markets. We’re talking to different decision makers with different responsibilities … [Continue reading]