Positioning with April Dunford

Single-Product vs. Multi-Product Positioning: A Comprehensive Guide

Jun 15, 2023

27:30

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Quick takeaways

Single-product companies maintain a unified brand identity for both product and company positioning, while multi-product companies utilize umbrella positioning for all products within the company framework.

Despite serving different market segments, products can have consistent value propositions by focusing on core positioning and differentiated capabilities, emphasizing the importance of understanding commonalities across diverse segments.

Deep dives

Positioning for Single-Product vs. Multi-Product Companies

Single-product companies treat the positioning of the product and the company as one, maintaining a unified brand identity. In contrast, multi-product companies have an umbrella positioning that encompasses all products, with individual products positioned under this umbrella. IBM illustrates this concept with a focus on share of wallet strategy in named accounts, showcasing how products are positioned within the larger company framework.

The Uselessness of Persona Work in Sales and Marketing

01:17

Salesforce's Go-to-Market Strategy: Leading with CRM

01:23

Differentiating Positioning for Single vs. Multi-Product Companies

00:34

Introduction

5min

The Magic of IBM Information Integrator

2min

How IBM's Go-to-Market Strategy Works

3min

The Role of Segments in the Go-to-Market Strategy

3min

Different Use Cases for Different Segments

2min

How to Position Your Company for Different Use Cases

3min

The Hard Reality of Product Strategy Problems

3min

How to Sell to a Team of People

2min

The Importance of a Champion Persona in Sales

2min

10.

The Role of the Champion in Positioning

3min

Today’s episode is absolutely loaded with information. I cover the challenge of positioning for a single-product company compared to a multi-product company and share two specific examples on the topic. I also discuss how to handle positioning for segments, what happens when you have multiple segments to target, and the importance of your positioning resonating with your target champion.

— In This Episode, I Cover:

(00:00) Positioning a single-product company vs a multi-product company

(02:37) An example from IBM’s positioning

(08:00) An example of Salesforce’s positioning

(11:22) How to handle positioning for segments

(15:59) What happens when you have multiple segments?

(19:02) How to position for various personas

(24:34) The most important thing to do when doing persona positioning

(26:18) Thanks for listening

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Where To Find Me:

Podcast Website: https://www.positioning.show/