This article will explain what sales and marketing alignment is, explain the benefits of sales and marketing alignment, and provide best practices to help...
You've probably heard the term 'positioning statement', but you may not be sure of the exact definition. When you ask the question, "what is a positioning statement?", do you have an answer? If not, read on.
Typically we see a vision, values, mission statements, strategy, and value proposition. The written positioning statement is rare but extremely powerful. If your firm does happen to have a formal positioning statement, is each and every employee able to articulate that statement?
Who is responsible for developing the positioning statement and who is responsible for ensuring that every person in the firm is able to articulate it? The answer is you, especially if you are in a senior director, VP or C-suite position. If your firm has one, then I applaud you and place you at the top of the heap of manufacturing firms and marketers.
The Positioning Statement definition is comprised of 4 parts; the target, the category, the differentiator, and the payoff. We'll talk about these in summary below, but first, there is some work to be done. Before sitting down to write your PS, decisions must be made. You must choose your target market. "All Industries" or "All People", by the way, are not target markets. You must establish your differentiator. You must establish your target market's buying criteria and determine how your core competence fits or does not fit the criteria. You should be intimate with your target audience.
The 4 parts of the Positioning Statement:
Your Positioning Statement definition might be constructed something like this:
"To [target market], [brand] is a [category] that [differentiator] because [target market] needs [the payoff]."
Here's an example of our webinar and email marketing service positioning statement:
MMG creates [category] lead generating webinars and email marketing programs [category] built on [differentiator] high engagement content for [target] B2B manufacturing companies [target] by focusing on solving the pain and problems of the people in the target audience [differentiator] because [payoff] those manufacturing companies able to engage in this way will achieve TOMA, credibility, and reciprocity leading to larger market share in their respective competitive spaces.[payoff]
One more thing to consider, this is a high-level endeavor and will drive your value proposition, marketing mix, and many other strategic and tactical decisions. The highest level executives must buy-in and support the initiative to develop a positioning statement.
If you're going to prosper in the coming years, your sales team needs customers, prospects, vendors, and peers to say "yes" more often than "no." Getting to "yes"...