The Three Cs of Successful Positioning
Lawson Abinanti - February 21, 2005

Introduction

There’s no easy, "paint-by-numbers" way to create an effective marketing position for your business-to-business (B2B) software or services. But there is a method to take you through the positioning process to the desired result. Throughout the process, success depends on gaining a thorough understanding of the three Cs--your Customer, your Competition, and your Channel. But what information do you need, and what’s the best way to find it? This series of articles will explain how to use the three Cs to gather intelligence, challenge assumptions, and test your positioning...