Download - Seven Rules for Kick-Ass Market Positioning
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Seven Rules for Kick-Ass Market Positioningg
Chris Roon Partner
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Today’s Agenda
IntroductionIntroductionWhen to re-position?New Positioning ModelNew Positioning Model7 New Rules: Winning Positioning Strategies C l iConclusion
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IntroductionChris Roon: Seasoned Sales & Marketing Veteran: 23 years sales & marketing23 years sales & marketingMarketing Arts – 15 years and 180 clientsBreadth of services:Breadth of services:– Market Validation > Positioning > Launch > Field
Enablement
Positioning – 6 step process– Highlights today
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Our Positioning Clients g
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When to Revisit Positioning? Every Inflection Point
M&A
Extend & Re-Position
Field
IPO or New Funding
New
Field Scale-up
SYMPTOMS:‐ Lesser competitors taking share
MarketEntry
p g‐ Can’t reach target buyers
‐Death by “maybe”Good reps miss quota‐Good reps miss quota
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Positioning Objectives often Situation-specific?Marketing Arts Confidential
Launch next generation; set buying criteria
g j p
Gorillas Attack competitive installed base
E d d i kEnter and dominate new market
Accelerate time-to-market
CategoryLeaders
Re-position to drive valuation
Create/dominate new category; position IPO
EmergingPowers
Differentiate in the face of new competitors
Create and dominate new category
Differentiate as late category entrant
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Positioning Strategies: New Modelg g
Shift the focus:Shift the focus:product-centric to sales stimulus
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7 New Rules
1. Define your corner of the room
2. Own a problem
3 Align with the money 3. Align with the money
4. Who is your Mary?
5. Speak to buyers aspirations
6. Communicate with stories
7. Can’t run away from your heritage
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Rule 1: Define your corner of the roomy
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Rule 2: Own a problemp
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Rule 3: Align with the money
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Rule 4: Who is your Mary? y y
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Buyer evolution modely
“L ”
What are their:N d ?
“Lee”Next 100
“Hans” • Needs?• Motivations?• Aspirations?• Characteristics?
“Mary”1st ten
HansNext 50
• Problems?1 ten
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Rule 5: Speak to your buyers aspirationsp y y p
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Rule 6: Communicate stories
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Good Stories Answer These Questions…
Why your solution now ?Why your solution…now ?
?Who is this for ?
Why should I care ?
How are you different/better ?
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Rule 7: Can’t run away from your heritagey y g
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In Conclusion