Positioning with April Dunford cover image

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

Positioning with April Dunford

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Innovative Differentiation in the CRM Market

This chapter explores a small company's entry into the competitive enterprise CRM market, traditionally led by giants like Siebel Systems. By leveraging a unique feature called the Jana hierarchy, the company successfully carved out a niche and attracted customer interest despite its smaller size and resources.

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