Download - Secrets of Silicon Valley: Break-away Positioning Strategies

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Creating Break-Away Positioning Strategies

Secrets of Silicon Valley

By: Robert M. Wright

2 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM

Today’s Agenda

What is Positioning?

New Positioning Model

9 New Rules for Positioning

Putting the Positioning Model In Action

Positioning Strategies

Launching Your Story

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Inflection Points = Growth and Disruption

Inflection Points

Fast, More Frequent

Cloud

Mobile

M&A

New Product

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The Problem: Strategy to Revenue

StrategyPoint of Revenue

Takes too long!

Don’t maximize revenue opportunity!!

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The Answer: Making Your Strategy, Work

StrategyPoint of Revenue

“Go-to-Market” Journey

momentum?

ROLL-out? SALES

conversations?

Sales SUCCESSmodel?

REVENUE?accounts?

marketingLEVERS?

Is there a MARKET?

Do I know these

BUYERS?

What is my STORY?

DIFFERENT? resonate?

What is my STORY?

DIFFERENT?resonate?

Strategy Intelligence

PositioningStrategy

Sales Enablement

RevenueOptimization

LaunchStrategy✓

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They All Have Powerful Stories!

What Do They Have in Common?

COPYRIGHT 2011 FIREBRICK | FIREBK.COM

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You Know You Have a Positioning Problem…


Your slide deck is 30 slides1.Long sales cycles and lots of “no-decisions”2.

ask 3 people what you do …get 3 different answers4.

3. Blah, Blah, Blah – you sound like all your competitors

Your company is not considered a player in the market5.

You spent a lot of money on PR and got nowhere6.

Sales will call on anything that moves7.

You don’t have a viewpoint8.

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Shift the focus: “me” orientation to “buyer” stimulus

Product-Centric

Buyer-Centric

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7 Positioning Rules


Rule 1: F500 is Not a Market

Fortune 500

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Rule 2: Who is your “Mary”

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Rule 3: Own a Problem

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…And connect to a funded initiative

15COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM

Rule 4: Have a Point of View

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Rule 5: Take a Corner of the Room

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Rule 6: Communicate With Stories


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Good Stories Answer 3 Questions

How will my life be fundamentally different? ?3

How are you different ?2

1 ?Why you, now

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Rule 7: No Geek-Speak

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We are BANNING these 5 words


Flexible

Comprehensive

Collaborative

Massive Scale

Agile

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Rules In Action

The Deliverables

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Good Positioning Feeds Everything


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Campaigns

Internal “Rallying Cry”

Direct Sales:Buyer

Conversations

Product Marketing

Online ChannelMessaging

Market Analyst Relations

Thought Leadership/PR

Positioning Story ppt.

Message Guide doc.

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