Complex
Questions / Direct Answers
What is Strategic Positioning? / Why Does it Matter?
Positioning defines what an enterprise wants to become
and how it plans to deliver superior value to customers and defeat
competitors. Without a clear positioning strategy, an enterprise is forced
into a defensive posture, reacting to the marketplace rather than creating
it’s own success path.►
Why is Market Conditioning Important?
A properly conditioned marketplace can double the
effectiveness of the sales force. Market conditioning prepares the market
for selling by targeting specific groups of prospects with tailored
marketing messages and relevant product information.►
What is a Strong Brand Worth?
In many cases, a brand is by far the most valuable
asset a company owns. Consider Coca Cola, Harley Davidson, Michelob and
Rolex. Without their powerful brands, where would these products be in their
respective markets? Products change over time, but a strong brand endures
and gains value.►
SALES: What’s Working? / What’s Not?
Basic sales skills are the foundation of sales
competency, but the traditional sales techniques most sales organizations
depend on are now easily recognized and immediately discounted by savvy
buyers.►
Competitive Advantage / A Moving Target
Sustained competitive advantage is an attractive myth,
that has been replaced with the necessary reality of renewable competitive
advantage. Advantage over the competition must be continually re-earned
through improved value to the customer.►
Fueling the Marketing Growth Engine
Marketing is the engine that pulls the revenue
value chain. Marketing strategy focuses company energies and resources into
a closely integrated group of revenue-focused actions that position the
brand, deliver the value message and fill the sales pipeline with qualified
sales leads.►
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