How do you effectively position a product that is unable to compete on features alone?

Infrastructure
1.4k viewscircle icon1 Upvotecircle icon3 Comments
Sort by:
CMO in Software3 years ago

Features is only a part of the entire value proposition in my opinion and bringing in the customer experience and the entire ecosystem of benefits can be a game changer. I worked in the logistics space, and we were inferior on the features part of the offering but were able to add more value on the 'we go the extra mile' and other adds on which (some) customers appreciated and that was my biggest lesson. 

Director of Marketing in Finance (non-banking)3 years ago

I never go for feature parity-Either go for top line benefit or bottom line saving as a starting differentiator. Then go for ease of doing business. 

Director of Marketing in Software3 years ago

You have to sell the whole company, not just the product features. How trustworthy are you as a company to live up to your commitments to customers? How well do you deliver on implementation timelines? How well do you partner with customers to reach their business goals? These are of course all messages that only truly impactful customer case studies can deliver.

Lightbulb on1

Content you might like

What part of your marketing tech stack provides the greatest/clearest ROI for your marketing team?

CRM lead management30%

Customer insights/analytics34%

Marketing automations43%

GenAI 28%

Other AI 15%

Content creation tools21%

Social media management tools 8%

Something else (comment below)

View Results

Martech budgets are set to take up nearly a third of marketing budgets in the coming year, how are you optimizing tech spend to balance maintenance of your current tech stack, while still providing room to invest in new/emerging technologies?

If two RFP bids are neck-to-neck on core requirements, which factor becomes the ultimate tie-breaker?

Proven outcomes – Documented success stories and measurable KPIs32%

Implementation confidence – Detailed plan, risk mitigation, and resource readiness42%

Total cost – Clear TCO, price protections, and exit terms39%

Innovation & future readiness – Ability to scale, adapt, and support emerging needs15%

Vendor relationship strength – Cultural fit, governance model, and executive commitment19%

View Results

What can I ask the information security group to ensure they've carefully investigated the cost to add or bolster internal skillsets before they dismantle the capabilities and productivity of our Marketing team?  Is it unrealistic to believe that there is a way for our information security group to make the MacBooks align with the company's overall enterprise technologies? 

What platforms are people using to deliver training and learning to their teams? In our heads right now, we see 3 main options 1) use an LMS where you create content yourselves 2) bring in content from providers 3) send out to other platforms and let teams self-serve. What are your main approaches?

Read More Comments