Tuesday, November 20, 2007

The Art of Positioning - Part I Destination

If you’re worrying about the positioning of your company, take heart. Only successful companies do. Successful positioning is one that creates a deep sense of relevance and trust in the mind of the potential buyer. Positioning is a journey, not a destination. The market evolves, your company grows and your customers mature. What was yesterday's news is now quaint. What was innovation is now commodity. So, what is the first symptom of ailing positioning? The first and most obvious one is loss of sales momentum. Most companies react by re-organizing the sales force and replacing the VP of Sales. It is sometimes justified, but Marketing should be held accountable as well and be closely monitoring sales cycles, customers’ feedback and speed of product adoption. In Part II , we’ll analyze a very contemporary positioning success: SalesForce.com

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