Firebrick Workshop
- 1. Creating Break-Away Positioning Strategies Secrets of Silicon Valley By: Robert M. Wright 1
- 2. Today’s Agenda What is Positioning? New Positioning Model 9 New Rules for Positioning Putting the Positioning Model In Action Positioning Strategies Launching Your Story 2 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 3. Inflection Points = Growth and Disruption New Product Inflection Points M&A Cloud Mobile Fast, More Frequent 3
- 4. The Problem: Strategy to Revenue Point of Strategy Revenue Takes too long! Don’t maximize revenue opportunity!! 4
- 5. The Root Cause is Not A Bad Strategy Product Channel Making Your Making Your Strategy Work Strategy Business Go-To Model Market 5
- 6. Root Cause: Different Buyers, Competitors CIO? Cloud Computing Committee? VP Security? VP Applications? Data Center Executive Cloud Virtualization Computing Servers Platform 6 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 7. The Answer: Making Your Strategy, Work Point of Strategy “Go-to-Market” Journey Revenue Strategy Intelligence Positioning Strategy ✓ Sales Enablement Revenue Optimization Launch Strategy Is there a What is is my What my SALES REVENUE? STORY? STORY? conversations? ROLL-out? MARKET? accounts? Do I know DIFFERENT? Sales SUCCESS marketing momentum? DIFFERENT? these resonate? model? LEVERS? resonate? BUYERS? 7
- 8. What Do They Have in Common? They All Have Powerful Stories! 8 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 9. Definition of Positioning What is Positioning? “ …Positioning is in the mind of the prospect. Its how you differentiate your solution in their mind. It cuts through the clutter. If focuses on the perceptions of the prospect. Al Reis ” 9 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 10. You Know You Have a Positioning Problem… 1 Your slide deck is 30 slides . 2. Long sales cycles and lots of “no-decisions” 3. Blah, Blah, Blah – you sound like all your competitors 4. ask 3 people what you do …get 3 different answers 5. Your company is not considered a player in the market 6. You spent a lot of money on PR and got nowhere 7. Sales will call on anything that moves 8. You don’t have a viewpoint 10 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 12. New Positioning Model Shift the focus: “me” orientation to “buyer” stimulus Product- Buyer- Centric Centric 12 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 14. Rule 1: SMB is Not a Market 14 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 15. Rule 2: Who is your “Mary” 15
- 16. Examples of personas “Avniash” “Aditya” “Kenneth” Change-Agent Early-Adopter Maintainers • Complex organizations • Regionalized IT ops • Business does not rely on IT for change • High pace of change • Heritage of experimentation • Steady state: legacy • Focus on revenue growth, Not • Need for game-changer cost cutting • Focus on budget costs • Reports to LOB • Reports to CEO • Reports to CFO • Optimize current IT • Results-based IT • Resources-based IT • Value: technical performance • Value: IT agility, shared risk • Value: cut costs, IT operational excellence 16 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 17. Rule 3: Own a Problem 17
- 18. What is the problem you “own”? Before After Product IP Problem Solved “Hyper-Relational “Applications Integration” Technology” Company Company “Customer “Decisioning, Predictive Lifetime Value” CRM” Company Company “Campaign Management” “Find More Revenue” Company Company 18 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 19. …And connect to a funded initiative 19
- 20. Rule 4: Have a Point of View 20 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 21. Rule 5: Take a Corner of the Room 21
- 22. Rule 6: Communicate With Stories 22 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 23. 1 Why you, now ? Good Stories Answer 3 Questions 2 How are you different ? 3 How will my life be fundamentally different? ? 23
- 24. Rule 7: No Geek-Speak 24
- 25. Does your message sound like this? New Software Development Kit Enables Users, Developers and Partners to Take Full Advantage of Vertica’s Real-time Parallel Processing Engine for Big Data BILLERICA, Mass., June 20, 2011 Vertica today announced availability of Vertica 5.0, the latest version of the Vertica Analytics Platform, which offers greatly improved flexibility and real-time performance for customers’ most demanding business intelligence and analytic workloads. The Vertica Analytics Platform analyzes data on a massive scale, with several customers analyzing more than a petabyte of data in real time. Vertica 5.0 delivers improved flexibility, extensibility and performance in how users analyze and manage their business-critical information. BLAH, BLAH, BLAH 25 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 26. We are BANNING these 5 words 26 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 27. Plain-Spoken Messages in Your Buyer’s Words PowerAdvocate is an energy intelligence company delivering supply chain applications that incorporate the world’s largest FactBase of supply market data, which help energy executives restructure costs and steer company performance. Only PowerAdvocate delivers a complete view and in-depth understanding of the energy supply chain market - every supplier, every spend transaction, and every commodity – as well as the data intelligence needed to navigate through volatile markets, economic swings, and an ever-changing regulatory climate. With PowerAdvocate, pace-setting executives see everything to better manage and deliver an order-of-magnitude improvement in performance. PowerAdvocate offers data intelligence to chart future growth and profitability. Executives can see the probability of cost changes, understand the impact on the cost structure of the business, and better manage their risk. 27 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 28. Rules In Action The Deliverables 28
- 29. Good Positioning Feeds Everything Product Marketing Campaigns Thought Leadership/PR Positioning Story ppt. Direct Sales: Message Guide doc. Market Analyst Buyer Relations Conversations Online Channel Internal 2 Messaging “Rallying Cry” 9 29 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 30. Rules In Action How To Tell a Powerful Story 30
- 31. Typical Tech Story “Why we are so great” Slide 2: Slide 4: Our great Our great Platform Analytics feature Slide 7: Slide 9: A few cool Our wonderful screen shots executives 3 1 31 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 32. Powerful Stories: “Why your company, now” Slide 1: Slide 2: Big results from Slide 3: Slide 4: Slide 5: Recent market customers like Causing you a …And you may Traditional dynamics: your you BIG problem lose your job approaches no world has changed longer work Slide 6: Slide 7: Slide 8: Slide 9: Slide 10: What you need The Answer: 3-4 reasons Cleaned up the Call to action to fix the Our company customers like problem: How problem you choose us your life will be different 32 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 33. Rules In Action Differentiators: Positioning Pillars 33
- 34. Positioning Pillars Turn Features Into Value Headlines Headline Headline Headline Secret Sauce Secret Sauce Secret Sauce Benefit Statement Benefit Statement Benefit Statement 34
- 35. Some Examples Positioning Pillars 35
- 36. Why Customers Choose XYZ company Keep Tabs Sift Through See Noise Everything Monitor Correlate Consolidate • Add real-time, • Correlation of • Bigger picture active monitoring • data • Marry application, • Automate, Understand network and physical streamline baseline behavior, • Universal Pane of collection of log • detect anomalies Glass: 3600 view and user data Better understand what’s happening Broader, More Complete View 36
- 37. Why Customers Choose ABC Company First Energy Control Network Smart, Fast Share Data Bullet-Proof Go One Step Local Decisions Across the Energy Reliability Further Network 37
- 38. Rules In Action Creating Powerful Messages 38
- 39. Messages the bring products alive Category viewpoint TippingPoint leads the advancement of network security with a modern network security IPS platform. Purpose-built to protect today’s next-generation data center, TippingPoint arms security executives with new capabilities to stop Who is this threats faster and protect the highest, multi-gigabit bandwidth networks from for ever-evolving, global security threats. What is the product Business TippingPoint is a powerful front-line defense that can be rapidly deployed in less benefits than two hours, providing immediate protection at critical entry and isolation points in the network. With TippingPoint, your business is protected 24x7. Further, TippingPoint solutions automate most security functions, freeing organizations from the growing cost burden and helping security executives drive to zero administration. Business benefit Over 6,000 of the world's most demanding organizations trust TippingPoint to help secure the networks that run their business. Aspirational Business benefits 39 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 40. Buyer-centric messaging Category Chordiant Software heralds a new era of Customer Experience Management (CEM) solutions to help global brands multiply customer lifetime value. Point of view Chordiant Software, and its Foundation and Cx Solutions, arms customer service executives with a suite of predictive decisioning applications to deliver an order of magnitude improvement in customer experience. What is the Big Benefit solution Chordiant gives global brands a unified view and understanding of their customer’s behavior. Chordiant reshapes the way brands engage customers with Next-Best-Actiontm that dynamically guide conversations across every channel. These CEM capabilities are transformative in nature, enabling companies to deliver intelligent conversations based upon analysis of past customer behavior, as well as current responses and mood. Now, today’s fast-paced brands can engage more effectively with customers, quickly measure how the strategy is working and change at new levels of speed and economy. The net result: faster acquisition, improved competitiveness, less churn, and superior customer service. Business benefits Aspirational 40 COPYRIGHT 2011 FIREBRICK | FIREBK.COM
- 41. Rules in Action Launch Strategies 41
- 42. Key Launch Principles Journey, not an Event Unhook from GA date Time-to-REVENUE, not Time-to-market Communicate to Multiple Audiences 42 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
- 43. web I http://www.firebk.com blog I strategiestorevenue.com/blog/ email I bob@firebk.com 43