Reference Marketectures & Platform Positioning

When you need to sharpen up your positioning or reboot it because you’re launching a new product, have a tough competitor, or enter a new market, you can get to better positioning, faster, by taking a reference marketecture approach. A reference marketecture is a drawing of the capabilities offered by all the main vendors in … Continue reading Reference Marketectures & Platform Positioning →

8-Steps to Sharper Differentiators

Sharpening your competitive differentiators can impact your company’s pipe gen, sales and win rates this quarter and this year. If that’s something you need to do, here’s the approach I use. What is a Product Differentiator? Product differentiators are unique ways your product creates value for customers. George Hu, when he was at Salesforce, used … Continue reading 8-Steps to Sharper Differentiators →