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eGuide

Why positioning is the engine that fuels your B2B marketing and sales pipeline

TP_Product_Playbook_LP

According to Gartner, only a quarter of CMOs this year have the funds to execute their 2024 strategies. But instead of turning to shortcuts and temporary fixes, B2B businesses should re-evaluate one of their strategic essentials: their product positioning. 

In our playbook Mastering Product Positioning for Category Leadership, you’ll discover why: 

  • A leaking pipeline could be a sign your product has unclear positioning
  • Product-market fit is crucial for strengthening your pipeline and scaling your business
  • You should focus on capturing the voice of the customer, competitor, team, and market – instead of relying on positioning statements unsupported by data
“You’re being asked to drive a high-performance car that’s inexplicably slowing down. You consider adding a turbocharger (like AI) to boost speed, but the real issue lies with the engine – the very thing that ensures your vehicle runs smoothly. That engine is your positioning strategy. Without this key part functioning correctly, no amount of extra power will help you win the race.”

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