An issue many marketing teams face today is how to successfully differentiate their company and product suite in a complex and ever-evolving industry. Achieving this differentiation results in multiple benefits, including a shorter sales cycle and higher margins. But success requires taking a new look at all aspects of the company's brand and marketing program.

I began thinking about this article last April as I walked through the RSA conference, one of the cybersecurity industry's flagship events. A remarkable number of companies in different segments of cybersecurity made similar claims, to the point that despite serving a wide range of cybersecurity companies over approximately 25 years, I had difficulty discerning the differences in their value propositions.

Throughout this article, I use the cybersecurity industry as an example, but the points here apply to a wide range of other industries as well.

Related: 3 Ways to Differentiate Your Business in a Competitive Market

There are multiple factors that can cause a marketing team to consider their market a complex one. Three of these include:

Some approaches to create differentiation are obvious, others are more subtle. In brief, here are three ways to make your organization stand out in a crowded pack:

Related: Stop Working So Hard. Differentiate Yourself Instead.

And then the question becomes how to communicate your organization's differentiation. Here are several proven, effective suggestions:

The most obvious benefit of creating differentiation is ensuring customers and prospects understand your value proposition when they are making purchases. Other benefits can include:

Related: Your Differentiators Suck. Follow These 5 Steps to Stand Out From Your Competition.

There are many benefits to operating in complex markets in terms of market need, potential profitability and expansion opportunities. But the key to successful operations is developing and supporting a clearly differentiated value proposition that separates your organization from potential competitors.

QOSHE - You'll Never Succeed in a Complex Market Unless You Try These Strategies - Tim Johnson
menu_open
Columnists Actual . Favourites . Archive
We use cookies to provide some features and experiences in QOSHE

More information  .  Close
Aa Aa Aa
- A +

You'll Never Succeed in a Complex Market Unless You Try These Strategies

7 1
29.03.2024

An issue many marketing teams face today is how to successfully differentiate their company and product suite in a complex and ever-evolving industry. Achieving this differentiation results in multiple benefits, including a shorter sales cycle and higher margins. But success requires taking a new look at all aspects of the company's brand and marketing program.

I began thinking about this article last April as I walked through the RSA conference, one of the cybersecurity industry's flagship events. A remarkable number of........

© Entrepreneur


Get it on Google Play