Gartner Blog Network

Tag: 'positioning' Blog Posts

from the Gartner Blog Network

Positioning Platform Businesses

by Hank Barnes  |  May 17, 2016

The key to effective messaging is a strong positioning foundation.    As those that follow me know, I'm a strong proponent of the positioning model put forth by Geoffrey Moore...

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The Impact of a Failure to Differentiate

by Hank Barnes  |  February 2, 2016

We recently processed the results of an update to our differentiation research from a few years back.  We've published research on that for Gartner clients (Tech Go-to-Market: Differentiation Challenges Continue...

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Positioning, Persona Overload, and the Consensus Buy

by Hank Barnes  |  September 15, 2015

Last week, I shared some information from the new book, The Challenger Customer from CEB, and how their story reflects what I believe has been a key driver of SaaS adoption--the...

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Where to Start - Positioning and a Story

by Hank Barnes  |  August 25, 2015

I often speak to clients looking for help addressing the sales and marketing challenges they are facing.   They all understand there is no secret weapon--no single thing--that  will make...

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Frame Your Competition Early In Buying Process For More Success Later

by Hank Barnes  |  March 10, 2015

One of the most important aspects of positioning, and differentiation, is identifying the competitive alternative.  I've blogged about this in the past, but wanted to share a different perspective today....

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A Great Client Engagement Not Turned Into A Great Case Study Is A Wasted Opportunity

by Rajesh Kandaswamy  |  February 10, 2015

As I listen to many services providers who serve the banking and securities industry, it strikes me that the messages rarely do justice to the work they have done at...

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"Ignore our Web site, it needs work"

by Hank Barnes  |  December 23, 2014

In my role as a Gartner analyst working with technology providers, I often have what I would call 'first time" inquiry calls--the first phone interaction between me and a client....

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Your Two Biggest Competitors in B2B Tech Markets

by Hank Barnes  |  August 5, 2014

Competition is a funny topic.   When I talk to Gartner clients about competition, I usually get a list of specific companies that do similar things to the client (unless...

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Great Positioning Requires Giving Something Up - Or Does It?

by Hank Barnes  |  July 22, 2014

This week, I was talking with a client about positioning and segmentation.  They have a product that operates in a well established traditional market, but are introducing some very cool...

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Getting over Marketing's Inferiority Complex

by Hank Barnes  |  March 25, 2014

Last week, I saw a blog post that brought back memories of a conversation, actually an argument, from years ago with my sister.   Beth, my sister, has spent basically...

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