Four Words

I was having a drink the other day with an old friend and potential future client. We were discussing the competitive situation in the market in which his company competes. He knows that I’ve carried out some marketing positioning work for some of his competitors and so we got on to the subject of an […]

Standards-based marketing – an antidote “Be holier than thou” Part 6

So closing out this series of posts looking at differentiation in markets where technical standards have caused little technical difference between products, I’m going to look at standards bodies and technical education as a technique to create differentiation. Preach the gospel – Educate The first point to make is that in my experience products that […]

Standards-based marketing – an antidote “Partner” Part 5

I’m carrying on this series of posts on how vendors can differentiate themselves in the market when technical standards have had the effect of removing significant functional difference between competitive products. This time I’m going to look at partnering to create differentiation in your offer.  Whilst the product proposition will remain materially similar to that […]

Audience Strata

In infrastructure software sales and marketing, Lustratus categorises the primary end user target audience as one or more of the following three categories:   IT Technical – Represents the overtly technical disciplines within the IT organisation that have no management, strategic  or commercial responsibilities IT Business – Represents the higher management levels of the IT […]

Positioning and the Positioning Statement

Positioning and the Positioning Statement This page contains a summary of a series of blog entries I made during January and February 2009.  It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted […]

Audience strata mismatch

If I were to write in this blog “18th century art has always been my passion.  It’s my belief that mid-18th century, art, as captured by oil on canvas, has never been surpassed in terms of quality.” You may ask what on earth that has to do with you – a visitor to a blog […]

“We all target the same prospects”

We all target the same prospects! I hear this a lot in the high-tech marketing world.  Organisations tell me that when they are prospecting they and their competitors target the same organisations and the same people. I want to highlight how assumptions like this can be very dangerous in competitive marketing.  It’s lazy to assume […]