Customers and prospects sometimes have a hard time articulating their problems and understanding the real cost of the status quo. To grow revenues faster than the market and competitors, you need to help them think through their issues, quantify their pain, evaluate their options and select your solution. Without proper positioning and compelling messaging, buyers will not act and you will not grow.
- Problem definition
- Market drivers
- Competitive analysis (including status quo)
- Win strategies (by product or competitor)
- Business case by solution
- Solution by problem
- Positioning statements
With this phase completed, it is time to move on to Phase 6: Campaign Strategy and Planning.