Summary
As organizations grow, their portfolio marketing and product teams often forget how to position their offerings in a competitive market and struggle to differentiate themselves. Organizations that invest in a strong positioning practice — defining how their offering will win against the competition — allow their portfolio marketing and product teams to stay aligned to a common goal while acting independently for greater efficiency and market success. This report outlines why companies overlook positioning and how creating a positioning practice can guide them to success in dynamic markets.
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