Category Archives: Positioning

Positioning, messaging, and ownership

Who defines product positioning? Product Management or Marketing Communications? Product managers are responsible for the features of the product and its positioning in the marketplace. The Marketing Communications (marcom or marcomms) organization is chartered with delivering the product message to the market. Product Management defines the positioning and Marcom delivers the positioning. Here’s a crazy […]

Positioning with formulas

by Steve Johnson In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.—Wikipedia Marketing dragged me into a meeting with a new agency. There, I was asked to talk about the people who buy the product, […]

Improve Product, Marketing & Sales Execution With a Different Approach to Product Strategy

NOTE: The following is a guest post by John Mansour. If you want to submit your own guest post, click here for more information Many of the day-to-day challenges executing product, marketing and sales initiatives are directly related to the approach organizations use to form their product strategies.  A simple change in the approach to […]

Strategic Roadmaps That Energize & Drive Consensus – Three Key Elements

NOTE: The following is a guest post by John Mansour. If you want to submit your own guest post, click here for more information Products are certainly the most important element of delivering the roadmap, but they’re the least important part of the story when it comes to creating and communicating a strategic roadmap that […]