Firebrick Differentiate or Die November SHORT A

Differentiate or Die
Secrets of Silicon Valley
©2015 Firebrick Consulting Inc. Proprietary & Confidential

1
Irrelevance of
Marketing
fork in it

Today
Sell business outcomes
Time-to-revenue
Monetize relationships
Blended sales model
Categories of hundreds
Yesterday
Sell products
Time-to-market
Purchase units
Direct sales channel
Categories of three
VS.
2
A new era
The old marketing model is dead
©2015 Firebrick Consulting Inc. Proprietary & Confidential2 B2”Any”: Blended Sales Model

Palo Alto Networks
New Relic
HootSuite
3 ©2015 Firebrick Consulting Inc. Proprietary & Confidential
Positioning is the today’s strategic lever

Palo Alto Networks
New Relic
HootSuite
Positioning is the today’s strategic lever
What do they all have in common?
Compelling, differentiated
positioning stories!

• What is Positioning?
• New Positioning Model
• 7 New Rules for Positioning
• Putting the Positioning Model In Action
Today’s
agenda
5

What is positioning?
The buyers perception is reality.

Good positioning cuts through the noise, and
separates you from the pack.

The superior product rarely wins.

Positioning is not a marketing initiative.

Partnership
Ecosystem
Priorities
Breed
of Sales
People
Category
Dominanc
e
valuation
Create a
Movement
of Rabid
Customers
Good positioning feeds
everything
Product
Priorities
Marketing
Investments
Rallying
Cry for
Employees
Positioning
Strategy

Your presentation is 38 slides
Blah, Blah, Blah – your mother doesn’t know what you do for a living
Ask 3 people what you do… get 3 different answers
www.test…you can replace your logo with competition
Long sales cycles, sales calls on anything that moves
You don’ have a viewpoint
You know you have a positioning
problem...

New positioning
model
12

Horizontal A Industry A Geo Selling Motion
Company Theme
Purpose, Experience, Tone and Tagline
Brand/Positioning framework
Brand
Company
Product
Solutions
Storyline and Viewpoint
(“why your company, now?” problem solved)
Pillars
(value-based headlines)
Pillars
Pillars
Differentiator 1 Differentiator 2 Differentiator 3
Marketecture: Product Line Portfolio
Products Platform Services

Sales Cloud Service Cloud Marketing Cloud App Exchange
No hardware. No software. No boundaries.
“No Software”
Example: expanded portfolio, SaaS
Solutions
Enterprise Cloud Computing Leader Story
Any Size Any Industry See Success in Action
Social Applications
Chatter Salesforce Platform Work
Theme
Pillars
Story
Marketecture
Brand
tagline

Cloud Migration Dev/Ops Digital app Mobile App
Better Software Faster
“We Are All Data Nerds”
Example: disruptive cloud, new category
Solutions
Software is Your Business
One Click
Customer
Insights
Thrive in The Cloud Trusted and Secure
APM
Theme
Pillars
Story
Marketecture
Brand
tagline
Reach
Everywhere
#Customer
Love
SOFTWARE ANALYTICS Portfolio
INSIGHTS MOBILE SERVER

Shift the focus
New positioning
model
Product-Centric Buyer-Centric

7 positioning
rules
17

Rule 1:
Fortune 500 or SMB
is not a market

Rule 2:
Who is your “Mary”

Rule 3:
Own a problem

... and connect to a funded
initiative

Rule 4:
Have a provocative
point-of-view

Rule 5:
Take a corner
of the room

Rule 6:
Communicate
with stories

Why your
company,
now?
How are you
different?
How will
my life
be better?
Answer 3 questions for your buyer
Powerful positioning stories

Rule 7:
Eliminate all
Geek-Speak

NEVER use these 6 words…
27
“Flexible”
“Comprehensive”
“Collaborative”
“Scalable”
“Agile”
“Easy-to-Use”

How to tell
a better story
28

You would be
crazy not to buy
our amazing
product
Slide 9:
Our wonderful
executives… and
our cool dog
Slide 8:
Logo
splash slide
Slide 7:
A few cool
screen shots
Slide 6:
How our cool
product works
Slide 5:
Stats to back up
why we are so
great
Slide 4:
Our great
analytics
feature
Slide 3:
Our great
monitoring
feature
Slide 2:
Our great
platform
Your presentation
structure
Slide 1:
Introducing our
great product for
the cloud,
mobile world

Call
to action
Slide 9:
Cleaned up the
problem: How
your life will be
different
Slide 8:
3-4 reasons
customers like
you choose us
Slide 7:
The Answer:
Our company
Slide 6:
What you need
to fix the problem
Slide 5:
Traditional
approaches no
longer work
Slide 4:
…And you
may lose your
job!
Slide 3:
Causing you
a BIG
problem
Slide 2:
Recent market
dynamics: your
world has
changed
Powerful stories: a better way
Slide 1:
Big results from
customers
like you

web I http://www.firebk.com
blog I strategiestorevenue.com/blog/
email I bwright@firebk.com

Firebrick Differentiate or Die November SHORT A

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