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 … Continue reading “Seven points of true differentiation. Find out where yours is!”

An interview with David Cameron. What could B2B Marketing learn from Brexit?

Like many I watched the Brexit debates, arguments and the headlines.  One single thing entered my mind as I watched Cameron and Osborne answer the “LEAVE” challenges: [You can’t articulate your argument can you?] OK – I haven’t interviewed Cameron – but that would be my opening question if I had. REMAIN hadn’t taken the … Continue reading “An interview with David Cameron. What could B2B Marketing learn from Brexit?”

Merger & acquisition. When unifying a complex story is a must.

KPMG recently reported that merger and acquisition (M&A) has reemerged as a leading growth strategy in the technology sector with deal value surpassing pre-recession levels.   Anticipating that economic and market conditions will remain positive in North America, 82% of KPMG survey respondents said they were planning at least one acquisition in 2016; 19% planned … Continue reading “Merger & acquisition. When unifying a complex story is a must.”

Competitive positioning – from the race track to the office

Over a cup of coffee and slice of flapjack at the weekend, my husband and I were discussing what it is we actually do in our jobs – something that after 11 years together neither of us can fully fathom. An MG racing driver in his spare time, he said to me, “the only thing … Continue reading “Competitive positioning – from the race track to the office”

Competitive Positioning: a must in today’s hyper competitive technology markets.

Everybody’s talking about personalization. In fact, I’ve just seen it cited as the #1 trend in Forrester’s Top 10 predictions for Business in 2016. Whilst I agree that we all want to be engaged in a relevant, compelling, deeply contextualized way (we are so spoilt these days!), especially as we claim to have so little … Continue reading “Competitive Positioning: a must in today’s hyper competitive technology markets.”