exploring differentiation and competitive positioning

Seven points of true differentiation. Find out where yours is!

A crowded B2B tech market is making sales and marketing struggle to differentiate or not sound generic. We see it all the time when someone responds, “it’s our people that makes us different”.

What does this really mean? It’s what your competitors say as well. What are you really trying to say?

Our job is to pinpoint the differentiation, we always do, and we start by exploring specific areas and the depth in each area. When you say…

Our technology… do you really mean:

  • IP
  • Configuration
  • Construction
  • Development roadmap
  • Uniformity

Our solution… do you really mean:

  • Features
  • Functionality
  • User-experience
  • Interoperability
  • Integration
  • Customization
  • Capabilities
  • Implementation speed

Our portfolio… do you really mean:

  • Depth
  • Breadth
  • Integration

Our people… do you really mean:

  • Location
  • Diversity
  • Collaboration
  • Team structure
  • Working practices
  • Capacity

Our delivery… do you really mean:

  • Implementation approach
  • Service support

Our commercials… do you really mean:

  • Price
  • Payment model
  • Terms
  • Keeping promises
  • Partner eco-system
  • R&D strategy & spend
  • Ease of purchase

Our value… do you really mean

  • Value to the customer
  • Value to the end-user

Once we define what you mean [and this list only scratches the surface] – we can turn it into a value that you deliver to a customer – and position how you’re able to deliver it better than others.

We’d challenge you to start thinking deeper and pinpoint your differentiation, say what you truly mean and will make you distinct from your competitors.

Watch our latest video to find out more on strategic differentiation.