You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
Confused About Positioning? Here Are Some Clear, Effective Strategies
Hey Reader,
Queen Latifah, Swizz Beats, Elon Musk, Will i am It’s been a crazy week!
I’m tapping into my inner marketer this week as I think through the memorable moments from my week at the Cannes International Festival of Creativity.
"Sell The Headline"
This is one of the most compelling messages I received this week. It came from Alexis Kerr’s comment during Cannes's first ever Sistas in Sales event. What is THE thing we’re really trying to sell? What’s that juicy, tangible message we’re really trying to deliver to our ideal customers that gets them excited to engage with us?
Full transparency, it’s something I’ve struggled with myself. GTM consulting is a messy, noisy & confusing space. Everyone is now a consultant selling dreams to clients who are scared to spend money due to a fear of messing up. There are a gazillion fractional leaders - some full time, others between roles trying to cover the gap between their next role. There are also large consulting firms that have stood the test of time. In summary, there’s so much solution parity that buyers are confused about what they may need and end up going with what they know - the safe, albeit sometimes inferior, alternative.
So where does Hannah and Revenue Funnel fit in? That’s the question I ask myself at least once a month. Let’s talk about positioning
Critical Insight of The Week
One of the biggest challenges with positioning today is seller to buyer congruence. Congruence Theory suggests that there is often a gap between the selling firms' intended positioning strategy and the buying firms' perceived positioning of the brand. Incongruence can lose you deals. The diagram below provides a very simple example of how your positioning can be perceived based on whether it’s a senior commercial decision maker or a user.
Remember, positioning evolves as you progress through a buying journey.
Food for thought:
What are the 3-4 headlines that you need to “sell” across your buyer journey?
Are you positioning for low or high impact?
Don’t lose opportunities because your message is wrong.
I’d love to hear your thoughts on where you feel I am in relation to other consultants and consulting firms. Do I stand out? Do my ideas feel the same as others? Always curious to learn more.
Are You Ready To Increase Your Win Rates?
Pete Crosby will be joining me this week on A Buyer's World to break down how to simplify the blockers that could be hindering your growth
Learn how to increase your win rates effortlessly with simple, effective strategies by clicking below
Book a 1-1 Consultation where I will personally help you figure out where to start
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You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
