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So What: The Big Test of Your Positioning Strategy
Failing to ask

believable  needs to be important, believable, and unique or your target audience will ignore your marketing efforts. You can sum it up in two words: So what?! If this question pushes you to answer with a more compelling benefit, your first positioning statement did not make the cut. A Good Reality Check: Don't Go Out There without It Have you ever been in one of those corporate restrooms where there's a full-length mirror near the exit? That's for you to do a reality check before you go bounding out into public Read More
Discrete Manufacturing (ERP)
The simplified definition of enterprise resource planning (ERP) software is a set of applications that automate finance and human resources departments and help manufacturers handle jobs such as or...
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Documents related to » believable


Talent (Human Capital) Management and Sports? Sign Me Up, Please! - Part 1
Sure, by now most of us have heard about the importance of strategically managing talent and human capital, but how many of us are convinced that companies

believable  unappreciated by our employers. How believable are then these platitudes about “people (or their skills, at least) being the most valuable corporate asset?” Yeah right! True Mavericks Do Succeed But, like mediocre individuals, mediocre and average companies resort to the usual “hire-and-fire” practices (not to use the currently politically loaded “more of the same” mantra).  One such all-too-common practice is to layoff a number of folks in a knee-jerk fashion (many of whom might be Read More
Conviction is the Intangible in a Successful Positioning Process
You need conviction to skillfully handle the inevitable criticism during the positioning process. Otherwise, you're likely to try something different every time

believable  pressing problem? Is it believable? Does it ring true by referencing existing market conditions? Is it usable? Does it work well in any marketing medium? Is it unique? Are you the only one making this claim that meets all the other criteria? Does it differentiate you from your competitors? The Importance of an Evaluation Criterion An evaluation criterion improves your work throughout the positioning process. For example, during your first brainstorming session, you need to begin at the right starting Read More
KPI's: Key Project Impeders
Paying attention to the human nature factors of a project will not overcome poor software selection or poor software design. However, being aware of these

believable  are changed, the less believable they become. Accordingly, providing this level of detail for latter phases of a project plan, when initially issuing the plan, will most likely lead to constant changes in deadlines and deliverables. Typically, the initial project plan would specify the detailed tasks and completion dates for the first phase. For the subsequent phases, the plan would indicate the planned start and completion dates for the phase and the detailed tasks, but without dates. Duration of the Read More
ROI: Are You Ready to Walk The Walk?
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because of its perceived relevance to the

believable  statement: Is the claim believable? Is it important? Is it specific and quantifiable? Is it unique and own-able? (The ideal test is that no other product can make the same claim. A more realistic test is to determine if you are the only company making the claim or whether it differentiates you from your major competitor. Why do you think Burger King says its burgers are flame broiled? ) Is it useable? When you are the only company claiming ROI, the obvious yes answers to these questions tell us it's Read More
Getting Management to Buy-in on Positioning
Lack of consensus about the marketing message is a common, especially when the message differs between top management and the rest of marketing communications. Adopting a positioning process including executive management approval can be the answer.

believable  statement. Was it unique, believable, and usable? Was it concise enough to be remembered? Did it have meaning to the target market, and could it be used in a variety of marketing situations. Make Them Earn Your Advocacy During the positioning process, I worked closely with each product team, which was led by the product manager. In addition to being a coach, my challenge to the product managers was that I had to support and approve the management presentation. They had to convince me before they got to Read More
Have You Ever Asked Yourself, 'Is My Company Experiencing a Sales Breakdown?'
No matter how strong or experienced you are as a sales professional, sales executive or smaller company CEO, if the infrastructure supporting your sales effort is not in place, achieving your revenue targets will be like attempting to climb Mt. Everest wearing running shoes.

believable  that presentation in a believable, professional, and compelling way. Collateral materials . Do you have collateral materials that articulate the value to be gained by the different constituencies within your prospects organizations, by industry? The days of generic market materials are long over. If I am a CIO, I need to see a different view of your product or service than users or the VP of Manufacturing. And I don t want to see a brochure written for process manufacturers if my company makes barbeque Read More
Talent (Human Capital) Management and Sports? Sign Me Up, Please! – Part 1 » The TEC Blog
Discussing Enterprise Software and Selection

believable  unappreciated by our employers. How believable are then these platitudes about “people (or their skills, at least) being the most valuable corporate asset?” Yeah right! True Mavericks Do Succeed But, like mediocre individuals, mediocre and average companies resort to the usual “hire-and-fire” practices (not to use the currently politically loaded “more of the same” mantra).  One such all-too-common practice is to layoff a number of folks in a knee-jerk fashion (many of whom might be Read More
Talent (Human Capital) Management and Sports? Sign Me Up, Please! - Part 1
Sure, by now most of us have heard about the importance of strategically managing talent and human capital, but how many of us are convinced that companies truly buy into those lofty concepts in droves? Some of us will even have read McKinsey’s now classic study from the late 1990 that coined the term “the war for talent.” In other words, now in the new millennium, we find ourselves in the

believable  unappreciated by our employers. How believable are then these platitudes about “people (or their skills, at least) being the most valuable corporate asset?” Yeah right! True Mavericks Do Succeed But, like mediocre individuals, mediocre and average companies resort to the usual “hire-and-fire” practices (not to use the currently politically loaded “more of the same” mantra).  One such all-too-common practice is to layoff a number of folks in a knee-jerk fashion (many of whom might be Read More
ROI: Are You Ready to Walk The Walk?
ROI marketing is just starting to become mainstream. ROI selling is already out there, further advanced in adoption because of its perceived relevance to the selling process. It won't be long before several B2B software companies position their products as providing a superior ROI. Read on to find out if it's the right position to claim.

believable  statement: Is the claim believable? Is it important? Is it specific and quantifiable? Is it unique and own-able? (The ideal test is that no other product can make the same claim. A more realistic test is to determine if you are the only company making the claim or whether it differentiates you from your major competitor. Why do you think Burger King says its burgers are flame broiled? ) Is it useable? When you are the only company claiming ROI, the obvious yes answers to these questions tell us it s Read More
The Three Cs of Successful Positioning Part Two: The Channel
One of the most effective and efficient ways to develop a successful marketing position for B2B software is to begin with the sales channel, especially if you have limited time and resources.

believable   make claims that are believable relative to your market status. Dominant players have more latitude than small players. It s just a fact of life. Summary In the 3Cs, your channel plays an important role in helping you gather research about the other two Cs—the customer and the competition. It is the battleground where marketing and reality meet to help you discover the truth about your product. It can offer you a competitive advantage if you are willing to face the truth because many B2B software Read More
The Proof Is in the ROI
A well-thought out, comprehensive ROI (return on investment) marketing and sales program is becoming a must in today's difficult business to business (B2B) software market. However, few companies seem to be investing appropriately. The first mistake they make is to try to keep costs down by attempting to create an ROI program internally. It's a sure way to waste value people, time, and effort. If you want a significant return on your ROI sales and marketing investment, hire an expert.

believable  to be important and believable for your target audience to listen and respond and it s got to be bulletproof. But unless you can prove your statement at some point in the sales cycle, you won t get the sale. Strong ROI sales tools insure a higher close rate, and a faster one. It s an investment worth making. Whatever you pay your consultant, I m sure your ROI will be very satisfying. About the Author Lawson Abinanti is co-founder of Messages that Matter , a consulting firm that helps B2B software Read More

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