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Audit Your Message Strategy by Answering Three Questions
Lawson Abinanti


Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market.

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Audit Your Message Strategy by Answering Three Questions
Lawson Abinanti
Most companies create a new marketing plan every 12 months. At the same time, they should audit their message strategy to stay on top of competitors’ marketing and to have confidence that they are delivering the right message to their market.
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The Seven Deadly Sins of Software Marketing
Joseph J. Strub
Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
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The Web-based Sales Portal—A Catalyst for Business Transformation
B.K. Mahesh and Noorani Subramanian Hariharan
A sales portal is one of many tools that can be used to help transform a business. In this article, key structural and functional elements as well as the advantages of implementing and effectively using a sales portal are discussed.
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The Seven Deadly Sins of Software Marketing
Joseph J. Strub
Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
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Conviction is the Intangible in a Successful Positioning Process
Lawson Abinanti
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.
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A Positioning Process Helps Product Marketing Managers Do More
Lawson Abinanti
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.
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$40 Billion Is Being Wasted by Companies without Product Information Management Strategies—How Is Yours Coming Along?
Bob Gallagher
Information errors are costing retailers and manufacturers a lot of money. Studies show that billions of dollars are wasted because of invoice errors caused by bad data. Most agree that eliminating product information errors will save money, but many of those same believers are not rushing to solve the problem. Why?
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