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Document how the product or solution is different. This should not be a laundry list of feature and functions created internally and approved internally. A best practice is to focus on the use case. Specifically, what are the functional areas involved int he use case. What are the roles and titles of these people? What are the systems, processes and terminology that these people use inside of their company? Who would be involved in a purchase decision? What would they need to be convinced of a solution. This is the backdrop from which unique differentiation can be created that is real, significant and actionable.
There are usually three types of differentiation:
Comparative – several competitors have addressed a business problem with different approaches and the merits of each approach can be debated.
Holistic – an vendor’s partner ecosystem provides the differentiation by building out a complete solution--sum of the parts.
Unique – the thing or things that a vendor provides does is unlike any other. These have to be relevant, meaningful, impactful, as well as easily communicated by the sales team and understood by a customer.
Rarely does a vendor have only unique differentiation,. Depending on the specific situation, a vendor usually has a combination of these three types of differentiation.
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