Positioning with April Dunford

Getting to the Root of the "We Have No Differentiation" Problem

53 snips
Oct 17, 2024
Dive deep into the myth of product differentiation in B2B tech. Discover why many companies fail to recognize their unique value. Explore how competitive alternatives shape buyer decisions and the pitfalls of focusing solely on losses. Learn about 'value blindness' in marketing teams and the dangerous spread of 'product pessimism' within organizations. Uncover the vital role of cross-functional collaboration in aligning positioning strategies and ensuring sustained business growth.
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INSIGHT

Differentiation is Crucial

  • Undifferentiated B2B tech products often lead to poor sales and hindered business growth.
  • Buyers need justification for purchases, and a lack of differentiation makes this difficult.
ADVICE

Challenge the Assumption

  • Recognize that perceived lack of differentiation can be a misconception within the team.
  • Investigate the root causes before assuming your product is truly undifferentiated.
INSIGHT

Value Blindness

  • Value blindness, especially within marketing teams, can stem from limited sales and customer interaction.
  • Increased exposure to sales calls and customer feedback can remedy this.
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