Traditional positioning engagements typically happen in one of two ways:
What's missing from both of these approaches is data inputs from the market itself. And without that, your positioning efforts are missing a critical piece of the puzzle.
The core foundation of any B2B business is its position and message to the market. However, many organizations struggle to break through the clutter, differentiate and even identify who their market is and what they want. As a result, organizations are seeing problems with pipeline, close rates, pricing and time to close. MarketingProfs DNA (Defensible Net Advantage) Positioning Consulting helps you:
Know you have your position right with a combination of internal expertise and external data. We help you understand your competitors, your category and your customers.
By combining external insight with an internal workshop, organizations can now articulate who their market is, what they want and how your unique differentiation helps make you competitor-proof both now and in the future.
Once the positioning work is complete, we bring it to life with messaging and stories to use consistently throughout your organization.
Allen Weiss is a marketing professor at USC, the founder and CEO of MarketingProfs. Allen studies technology marketing, particularly how firms make decisions in technologically sophisticated markets. His research has published in the Journal of Marketing Research, Journal of Marketing, Management Science, Organization Science, and Journal of Financial Economics.
Over the years he has worked with B2B companies—including Texas Instruments, Informix, Vanafi, and EMI Music Distribution—to help them position their products. He's developed a rigorous approach to ensure that positioning is defensive in a competitive environment.