OUR POINTS OF VIEW
BRANDING YOUR IIOT COMPANY
Companies in the Industrial Internet of Things (IIOT) find themselves at the nexus of powerful, future-defining trends.
As this market takes off, smart IIOT companies companies will begin planning now for how to maintain a compelling story in the face of intense competition, confusing technology, and evolving, non-standardized nomenclature. Here are five keys to success. (read more)
FIVE KEYS TO A STRONG, B2B TECH STORY
Everything is in a constant state of flux: your product or service (and those of your competitors); technologies; and the perspective and attitudes of customers, analysts, and investors. As a result, the best solutions do not always win.
A great solution with a poor or confusing story can fail. A solution that is not yet great can become the market leader if its story is right. (read more)
how the best b2b cmoS master challenger sales
In The Challenger Sale: Taking Control of the Customer Conversation, Matthew Dixon and Brent Adams present a strong case for a sales/business development effort that challenges prospects to think differently about their business challenges.
We agree. We've seen it work time and time again. But it only works when B2B CMOs develop a clear and differentiated point of view that salespeople can easily express. (read more)
HOW BRAND ARCHITECTURE GOES BAD
What business is Confuzeco in? What is CircleSphere 360? Is it a companion product of SLIIS? The premium version of oleotine? Maybe it’s part of the DevilTail line of products? Who knows?
The funny thing is, the people who’ve worked at ConfuzeCo for years probably don’t see it that way. They work on these brands every day and literally can’t see the problem. The road to Brand Architecture hell is paved with good intentions. (read more)
how to powerfully organize your offerings
How well you structure and present your product portfolio can make a difference in how well you sell your products, services or solutions. Organize offerings in a logical way that tells a clear story and you make it easy for customers to do business with you (read more)
AD TECH WINTER IS COMING. NOW WHAT?
Maybe you are already racing toward a liquidity event. Maybe you need to pivot to change the game. Either way, now is the time to sharpen your story. Champagne beats a watered-down valuation. Can you get what you deserve?
Some questions you may be asking and first steps to take to find answers. (read more)
Photo credits: Organize Offerings photo Shutterstock (Dancing Milk Bottle by Eranoa; TLDR by Rayner Media Creative Commons License; Ad Tech Winter Shane Gorski (Flickr, Creative Commons)