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 positioning statement


Positioning Starts With A Message Strategy
In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B software companies do it well, thus

positioning statement  marketing, consists of the positioning statement and three, carefully chosen, support points. All four address key target market problems by stating a benefit, such as, why the target buyer should care about your product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication. Follow the recipe, stirring the ingredients and taste testing as you go, and voil, you've got a dish that's hard to resist. The Positioning Statement Your positioning

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Documents related to » positioning statement

Three Cs of Successful Positioning: The Competition


Learn how to avoid the most deadly sin of all marketing—using the same position or a similar one as your competitor, and not knowing it.

positioning statement  the competition. Testing your positioning statement for uniqueness is a critical step in the positioning process, but one that many B2B software marketers overlook. It gives you confidence that you've discovered the right position, assuming you've done all the research (see The Three Cs of Successful Positioning for more detail.)—you need a thorough knowledge of your channel , customer , and competition. In this final part of the series, you'll learn how to avoid the most deadly sin of all—using the 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 someone challenges you. This doesn't need to happen. Adopt a positioning process that includes an evaluation criterion.

positioning statement  free to suggest any positioning statement they want. You'll hit the bull's-eye (the statement that works best) sooner if brainstorming ideas address your target buyer's most pressing problem. Reject those ideas that do not. But we're jumping ahead in the process. Before you put together a team to develop a message strategy, a lot of research needs to be completed and documented. Successful positioning requires a thorough understanding of your customers, your competition, and your channel (that is, how 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.

positioning statement  proposed message strategy—a concise positioning statement (twelve words or less) and three supporting benefit statements that unfolded the story in more detail. In addition, members of the management team were provided with a three- to five-page document that summarized the research that supported the proposed positioning. Presenting The Three Cs In presenting the research, the product managers' demonstrated their in-depth understanding of the three Cs: Customer—What are the target market's most Read More

A Positioning Process Helps Product Marketing Managers Do More


Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become vehicles that transfer product knowledge to marketing and sales.

positioning statement  they position their products. Positioning Statement and Rationale—Evaluate the product positioning statement against the following four criteria: Is it important, unique, believable, and usable? Support Points—Describe how the three support points make the positioning statement unique, believable, and important. If multiple markets or audiences require unique support points, explain why. A rationale document transfers important product knowledge to those who need to know, but who don't have the time Read More

Ramco ERP Gets Wearables


Ramco, provider of cloud-based offerings, launches ERP on wearable devices such as Google Glass and Smart Watch. Find out how ERP on wearables is expected to improve business.

positioning statement  Ramco Minnal, and global positioning system (GPS)-enabled devices, the courier’s workers are able to complete the pickup and delivery at any destination within the island in under 2 hours since the customer raised request.   Moreover, a leading cement company in the Middle East offering Premix Concrete is using Ramco Minnal to optimize its production and delivery operations. There are other proven use cases for Minnal in production planning, distribution, and inventory management functions in an Read More

Retalix Strives for Leadership in Retail Food Segment


Retalix, a supply chain software provider is positioning itself to be a segment pack leader through vendor positioning, vertical differentiation, and horizontal influences. It may be poised to oust industry heavyweights including IBM and SAP as the retail food industry software provider.

positioning statement  convenience store sector. Vendor Positioning Retalix took full advantage of its first International Customer Conference , called Roadmap to the Future , to convey its corporate message and product and platform strategy to a combined audience of its existing customers and partners as well as those from OMI , IDS , and TCI , companies it acquired since early 2000. (See Part One for more detail.). Timing was critical, as the company had already embarked on a growth strategy of acquisition to complement and f Read More

TEC Spotlight Report: Sage Accpac ERP


In this Spotlight Report, TEC's Managing Editor David Clark examines Sage Accpac ERP. Learn about the product's history and market positioning, as well as its strengths, competitors, and challenges. Also featured in this Spotlight Report: a high-level overview of Sage Accpac ERP functionality.

positioning statement  accounting space—Pledger describes its positioning today as somewhere above Peachtree and Simply Accounting, and below Sage ERP X3. Peachtree, Simply Accounting, and Sage ERP X3 were not around as niche segmentors in 1979 (Sage was not founded until 1981). Regardless, the Basic Software Group soon found it had a winning product in Accpac—back then, a Microsoft disk operating system (MS-DOS)-based accounting package. Adoption rates were boosted by the fact that it soon became the recommended Read More

Solomon Stands the Test of Time Despite Changing Masters Part Three: Product Differentiators


Of all the MBS' products, Solomon is apparently the purest in terms of a standard Microsoft technology stack, and without any proprietary additions. Furthermore, its sharp focus solely on Microsoft technology from ground up, coined in ''the power of one'' motto (one OS platform - Windows XP/NT/2000, one database platform - MS SQL Server, one development environment - MS Visual Basic, etc.), also presents an attractive, risk-adverse option for penny-pinching mid-market customers. Solomon IV has consequently been very competitive in speed of implementation, feasibility of customization, total cost of ownership (TCO), and price/performance ratio.

positioning statement  Stands the Test of Time Despite Changing Masters Part Three: Product Differentiators Product Differentiators Microsoft Business Solutions Solomon , formerly Solomon IV and Microsoft Great Plains Solomon IV , is a prominent business management and e-business suite of applications for small and mid-market companies. Most recently, in summer 2003, Microsoft Business Solutions (MBS) announced the availability of Microsoft Business Solutions Solomon 5.5 , which includes several new features and 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.

positioning statement  by testing your proposed positioning statement and message strategy. It touches all 3Cs, so it has the potential to give you the fastest access to a wealth of information. Help the channel understand your needs, and you'll get customer contacts for interviews, receive great competitive intelligence, and find out what's needed to make it easier to win deals. When you have good relations with your channel partners, you can make a few calls, and get some sense of how you might position your product. If you a Read More

Early Lean Adopters Embrace Technology


Many aerospace and defense (A&D) manufacturers are enjoying a competitive advantage because of early adoption of lean manufacturing tools. However, considerable differences still exist in performance among A&D companies. The best way for A&D manufacturers to achieve best-in-class performance is to use external domain expertise and enterprise resource planning (ERP) with lean-specific functionalities. Learn more.

positioning statement  Lean Adopters Embrace Technology Early Lean Adopters Embrace Technology If you receive errors when attempting to view this white paper, please install the latest version of Adobe Reader. SAP Americas is a subsidiary of SAP AG, the world's largest business software company and the third-largest software supplier overall. SAP Americas' corporate headquarters is located in Newtown Square, PA, a suburb of Philadelphia. Source : SAP Resources Related to Lean Manufacturing : Lean Manufacturing Read More

748 INC


748 INC is the recognized leader in earned value implementation, data integration, and project and portfolio management consulting. 748 INC helps organizations reach business goals by implementing project, performance and portfolio management. Headquartered in Tampa, FL with a regional office in Herndon, VA and Seattle, Washington, 748 INC is a full-service project management solution provider. 748 INC is unique in that we can help you implement systems and processes that take the entire project life cycle into account. We specialize in earned value management system implementation, data integration, project portfolio and resource management and reporting. We have implemented our solutions across many industries including Aerospace & Defense, Oil & Gas, Transportation, Engineering and Construction,Telecommunications, Manufacturing and IT. Our entire executive management team and a majority of our consultants are certified Project Management Professionals (PMP). Leverage our extensive experience in project management system implementations that is diverse and deep. Company Vision "To be the recognized leader in earned value implementation, data integration, and project and portfolio management consulting." Mission Statement "To leverage our business process knowledge and experience married with best of breed applications to deliver industry solutions for project management." Values Attract and retain sharp people. Maintain integrity at all times with our clients and with each other. Positively reward top performers with professional growth opportunities. Provide a continual feedback mechanism for our clients by staying in constant contact and having an open weblog for client discussion needs. Recognize that coming up with the best ideas takes teamwork and nurturing an environment of teamwork.

positioning statement  INC 748 INC is the recognized leader in earned value implementation, data integration, and project and portfolio management consulting. 748 INC helps organizations reach business goals by implementing project, performance and portfolio management. Headquartered in Tampa, FL with a regional office in Herndon, VA and Seattle, Washington, 748 INC is a full-service project management solution provider. 748 INC is unique in that we can help you implement systems and processes that take the entire project Read More

FinancialForce.com Assuring the CFO’s Trust


Last week, FinancialForce.com, the cloud applications company formed as a joint venture between UNIT4 and salesforce.com, announced the availability of trust.financialforce.com, a resource for customers that describes the control processes, security, application quality, and platform monitoring environment that underpin all FinancialForce.com cloud business applications. Built on the Salesforce

positioning statement  com Assuring the CFO’s Trust Last week, FinancialForce.com , the cloud applications company formed as a joint venture between UNIT4 and salesforce.com , announced the  availability of trust.financialforce.com , a resource for customers that describes the control processes, security, application quality, and platform monitoring environment that underpin all FinancialForce.com cloud business applications. Built on the Salesforce Platform (a.k.a., Force.com ), FinancialForce.com applications 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.

positioning statement  application. We developed a positioning statement and three support points that unfolded the story in more detail. One of the support points went something like this: You can quickly implement this product to save time and money throughout the year. The ROI story seemed obvious: rapid implementation resulted in an immediate payback of time and money savings. But I felt we needed to prove it, and suggested that the product manager gather the evidence to support the product's ROI story. It sounded easy. Read More

A Complete View of the Enterprise: Linking Operational and Financial Planning in Global Organizations


Accurate forecasting requires many different views of the business. Increasingly, the finance department must make the links between forward-looking data from core operations and explain to stakeholders how this will impact the balance sheet and cash flow statement. How can chief financial officers lead the effort to make their operational and financial planning more agile, detailed, reliable, and efficient? Learn more.

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