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Product Marketing and Management

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Segmentation for Winning in the Market

Business success depends on effective market segmentation. Complete two fundamental steps before you can decide which market segments to pursue.

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When Is It Time to Embark on Repositioning?

In 1969, Jack Trout introduced the idea of market positioning in a paper published by Industrial Marketing Magazine. Later, along with colleague Al Reis, he popularized the concept with their bestselling book under the title, Positioning – The Battle for Your Mind (1981). Since then, we’ve all come to accept that proper positioning improves your […]

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Are You Really Ready to Enter a New Market?

Entering a new market can be an excellent opportunity for organic growth. While many market strategists generally agree that factors such as timing, scale relative to the competition, and the ability to leverage complementary assets are the keys to successful new market entry, most experts believe that for every successful market entry, about four fail.  […]

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Best the Competition with a Compelling Value Proposition

A compelling, meaningful and relevant value proposition enables you to increase the quantity and quality of prospective opportunities, gain market share in your targeted segments, and charge a premium price. Conversely, poor positioning contributes to long sales cycles, low close rates, customer confusion, channel indifference, and sales organization discord. It’s nearly impossible to survive or […]

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Proper Positioning Improves Your Probability of Success

What does your company do? How is what you do valuable to your customers? The answers to these questions are the foundation for your company’s positioning. Ideally you should have a positioning document for the company as well as each of your lines of business/practices and/or your products/services. The concept of positioning is one of […]

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How to Capitalize On Your Customer Journey Maps

Why do Customer Journey maps matter to your business? And why do you want to create them? Because they are an essential part of capturing and improving customer and market opportunities. “Journey,” according to Gartner is among the most overused Marketing phrases. We too plead guilty. Even so, the concept of Customer Journeys is too […]

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Market Strategy: How to Identify, Assess and Choose Adjacencies Wisely

Using An Adjacency Strategy for Organic Growth Going into a new market is fraught with risk.  Yet it can be the key to organic growth. One of the ways to step more safely into a new market is to employ an adjacent market strategy. Developing and pursuing effective market expansion opportunities is one of the core […]

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Using Value And Fit For Your Customer Segmentation Model

Segmenting customers, which is grouping customers based on common specific characteristics, is an essential part of Marketing. While we know segmentation can be very helpful, many of us haven’t invested the time and effort to identify the variables and collect the data needed to do segmentation well. But segmentation plays a critical role in uncovering […]

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Factors to Consider When Developing a Pricing Model

Developing a Pricing Model A solid pricing process will enable you to differentiate your pricing across distinct market segments. Unfortunately the most common pricing strategies are often not a very good approach.  In a survey of its members by the Professional Pricing Society, 30 percent of respondents said they priced new products by mirroring their nearest […]

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Measuring the Success of Your New Product

Driving Growth with New Products Many companies rely on new products to drive significant percentage of revenue. They believe Marketing will play a major role but have expressed concerns about whether Marketing can successfully launch the product. Keep in mind at least these five attributes which affect how fast your new products are adopted. Complexity: This is the degree of […]

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