Best Practice Report

Positioning An Offering For Market Success

December 21st, 2020
With contributor:
Monica Behncke

Summary

Many B2B organizations struggle to establish a market and competitive position for their products. Strong positioning can help a new, innovative offering find traction more quickly or extend the applicability of an older, mature offering to new buyers. In this report, we describe the elements of positioning, demonstrate how to create a strong positioning statement, and show how it creates a foundation for an effective value proposition.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.