Summary
Portfolio marketers are responsible for running competitive analysis, crafting relevant messaging, and creating knowledge assets to support sales. Oftentimes, these different tasks get comingled — as a result, competitive positioning guides are not optimized for sales reps to use in their buyer interactions. The creation of successful guides requires a single-minded focus on positioning approaches sales reps can use in their interactions, not just lists of information. This report provides portfolio marketers with best practices for creating actionable competitive positioning guides that focus on the value buyers receive from the company’s offerings relative to the competition.
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