Value-Based Insight Development: The Key to Challenger Sales

Customers already know that your brand and your product are great, but the problem is they feel the exact same way about your direct competitors.  Yet, so many corporate salespeople continue to live and die by the same old script: simply build … [Read more...]

Competitive Marketing Strategy: Product/Market Planning

Planning at the level of products and markets will answer the question, “How does the organization compete effectively?” And answering that question requires your planning team to address four additional questions: What is the Organization’s Current … [Read more...]

Business Unit Planning: The Product/Market Matrix

Planning at the level of a Strategic Business Unit (SBU) requires an answer to the question, “Where do we choose to compete?” Put another way, the question becomes, “Where shall we focus limited resources in order to compete most effectively?” The … [Read more...]