Positioning with April Dunford How to Manage a Big Positioning Change
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Oct 19, 2023 This podcast discusses the challenges and strategies of managing a positioning change within an organization, including the frequency of assessment, complexities after an acquisition, and testing new sales pitches. The host also shares their experiences and insights on being acquired by larger companies and emphasizes the importance of educating both sides in a joint positioning exercise.
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Positioning Evolves with Product Maturity
- Positioning in technology companies naturally evolves over time as products mature towards a long-term vision.
- This progression often follows planned stages, requiring periodic shifts in how the product is positioned in the market.
Regular Positioning Check-ins Essential
- Hold regular positioning check-ins, ideally twice a year, with cross-functional teams to track market and competitor changes.
- Early detection of shifts avoids emergencies and ensures timely adjustments to positioning.
Three Positioning Shifts After Acquisitions
- Infobrite had to adjust positioning three times within a year and a half due to successive acquisitions of MySQL by Sun and then Oracle.
- These unplanned market changes forced nimble responses to keep positioning relevant.