| When sales and marketing are not aligned, friction is the result. Marketing programs must be clear, not cute. Moreover, they must be conducted to support sales revenue goals. Winning awards is nice, but that rarely pays the bills. Positioning is the key to achieve this goal. Well written positioning is all that is needed for most marketing programs teams to execute. Unfortunately, in the absence of good product positioning, creativity takes control. Form begins to drive Function, instead of the other way around. If you see your marketing programs as more fluff than substance, perhaps it is time for a Checkup. DELIVERABLE: This service includes interviews with ten existing customers to identify those problems that are solved by your current product, and then use that information to develop clear and concise positioning. Your product management and marketing teams will work together to craft a one-page positioning document that clearly outlines the primary problem your product solves, along with the top five problem-oriented features that will be used in all communications programs.
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