Positioning An Offering For Market Success

July 10th, 2024

With contributors:

Amy Hayes , Jessica Troiano , Drew Zalucky

Summary

Many B2B organizations struggle to establish a market and competitive position for their products. Positioning establishes where a product fits within a market based on its target audience, market category, and distinctions. 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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