In this episode, we cover a fundamental element for SaaS companies: positioning. Arthur Nobel, Principal at Knight Capital, sat down with Bob Wright, Partner at Firebrick Consulting. Bob has been at the vanguard of innovative positioning and sales enablement strategies for the industry and is a frequent speaker and guest lecturer on these topics.
Over his career, Bob has successfully driven category leadership and differentiation strategies for over 300 B2B technology companies including VMware, Microsoft, SAS, Citrix, as well many new category disruptors such as PLEX, Workday, HootSuite and New Relic.
This time, we cover how to assess if you're solving a significant pain, how to build and operationalize a positioning strategy, how to monitor your strategy, good and bad examples, and more.
Listen out for:
5:00 Quantifying the value proposition: is it necessary?
6:00 How to assess if you are solving a real pain
7:30 Creating urgency
11:00 Painkillers vs. Vitamins vs. Candies
14:20 How to build and implement a positioning strategy
19:40 How to compete in red oceans
24:50 Good and bad examples of positioning
29:50 How to operationalize positioning
34:30 How to monitor your strategy
37:40 Positioning to different targets in a company