What to expect from our positioning Q&A?
We have created this free positioning strategy Q&A session for tech products, companies, and innovations to help with innovation and go-to-market challenges that may be solved with the right strategic positioning.
Each session attendant MUST participate by sharing questions and challenges, so that we can provide answers and deliver an insightful session.
The session is remote and live, and it takes 45-minutes. Our goal is to provide you with answers, tested methods, templates and real world examples to build a differentiated and credible market position for your product, brand, or innovation in a way that lasts and creates a sustained competitive advantage.
All with the back of 3 decades of experience in tech products by the pioneers of "The Chasm" marketing framework.
This session is for you if you're:
→ CEOs, CINO, CMOs, CPMOs, CCOs, CROs.
→ Top or mid-level directors in Innovation, Commercialization, Marketing, or Product Marketing.
→ Scale-ups, mid-market and enterprises in B2B tech/SaaS.
This session will help you if you are in any of these stages:
→ You're launching a new tech-based product or innovation and you wonder what is the market and position that will enable you to win.
→ You need to revitalize growth, reduce sales-cycles or anticipate downturns by repositioning your tech-based product/brand.
→ You need to transition your market position from technology and product narrative to an industry-insider narrative to sell into the mainstream.
Warren
Schirtzinger
His grandfather was Everett Rogers' colleague, so he learned all about the "Diffusion of Innovations" while growing up. In 1989, he discovered and coined The Marketing Chasm pattern while working at Regis McKenna, a well-known marketing strategy consultancy in Silicon Valley. This framework was later popularized inCrossing The Chasm book. Warren has dedicated his entire life to bringing to market +200 innovations, including some of the early Apple and Adobe products.
Jose
Bermejo
MBA from a top-3 Business School, Disruptive Strategy by Harvard, Ex-Chief Commercial Officer for B2B tech businesses, and entrepreneur. He is a scholar, consultant and operator focused on go-to-market strategy, management, and innovation strategy. You'll find him creating strategies for clients, mentoring startups and hitting the gym. Meanwhile, he continues learning to improve, create and educate about methods to help innovations and businesses in tech.
Our positioning steps to win your market.
Identify your crown jewels.
The market knows best, that's a fact. Every strategy we craft is driven by qualitative market data about your category, our deep experience in technology adoption and the key drivers in technology buying decisions.
Analyze current market beliefs.
We believe the market positions your product, not you. And we also believe your product’s buy-ability is more critical than your sell-ability to sustainably attract and convince buyers.
Build your positioning assets.
We recognize the ever-changing motivations and needs of technology buyers, and we work to fit your strategy with the market lifecycle phase your product is in as the key to outperform average growth.
Align and educate your market.
We believe a strong go to market strategy outperforms short-term tactics by building differentiators and moats — other than technology and features — that make businesses hard to copy or fail in the long-run.
Refine and update.
Strategy impact may be difficult to measure, so we offer ways to build observable value to clients, partners, and society.
Why this session will impact your next strategic decisions and growth?
Strategic thinking, actionable
Our working principles focus on long-term advantage [strategy > tactics].
No matter if you are launching a new product, our answers and reflections will be oriented to put you in a position to build lasting advantage and sustainable growth to win your market, but also how to act now with real-world actions you can implement with your team.
Pioneer positioning methods for tech
The hosts pioneered "The Chasm" marketing framework, later popularized in "Crossing The Chasm" book.
We'll use the foundations of these methods that follow the principles of why humans adopt technologies to understand how they may be impacting your product or business position. Most importantly, how to leverage them to build a stronger market position
Tailored answers for your challenges
We'll listen to you before sharing anything. Everything we'll share will be tailored for the leaders joining the session.
We may cover positioning subtopics like segmentation, category creation, whole product offering, innovation vs. core product positioning, key messaging, market ecosystems, differentiation, and long-term competitive advantage.
Consulting + CxO + entrepreneur experience
The session hosts combine consulting experience, with 200+ products launched over 30 years (including Apple and Adobe), with operation experience as Commercial & Revenue Officers in USA and Europe in B2B software companies, with entrepreneurial experience having launched several products and companies themselves.
Sprint program overview
What follows is a detailed agenda of our 4-day go to market workshop. The program is designed for 3-8 participants with the goal of bringing together your teams' perceptions (internal) and the market beliefs (external) to craft your go to market strategy in a reduced amount of time.
Get your invite and join the next session!
Fill out the form to get an invite for the next session.
