Positioning begins with reality

from Messages That Matter :

"A good positioning strategy can do more than create awareness and demand for your B2B product or service. Through thoughtful execution of your strategy in marketing campaigns, you can also make your selling more productive by beginning the sales qualification process during the positioning process. But it works only if you are willing to face reality, and recognize that your product or service is best suited for a specific set within a target audience, not every buyer."

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Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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