Branding and positioning work together: a new framework

To cut through the brand-positioning confusion, we have developed a brand and positioning framework. This framework has been successfully used to educate our clients and help them clearly understand the distinctions between branding and positioning and how they play together. [Read more…]

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Infographic: Sales doesn’t use your presentations

Sales thinks your marketing presentations are nice, but they don’t use them.

We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do to improve the quality and effectiveness of what they produced. [Read more…]

Firebrick Positioning Scorecard

Positioning-ScorecardToday more than ever, tech companies are moving a mile-a-minute and marketing executives are looking for quick ways to make a big splash in the market. But as you know, every successful tech company first needs the right foundation — and Step 1 is strong positioning that will engage and win sales cycles, while establishing a distinct, prominent “corner of the room” in the market category.

With that in mind, we’ve created this handy Positioning Scorecard as a fun way to gauge how effective your company’s current positioning is. Your score will indicate whether or not your company would benefit from a positioning project or refresh. We hope you have fun with this, share it with your contacts to compare scores, and tell us what you think! [Read more…]

In B2B, Different Doesn’t Sell

Different-Doesnt-SellWe have a client with innovative IP that has developed a disruptive cloud infrastructure platform and service. The value of this technology is significant because it delivers a 2X performance for ½ the cost – and has the promise to completely upend the market. Needless to say, the founders are brilliant – often the smartest people in the room. They pride their technology on being so “different” than the Amazon Web Services, Rackspace and others in the burgeoning market category. [Read more…]

Why sales doesn’t use your presentation

How to connect marketing to sales reality and drive revenue growth

Sales thinks your marketing presentations are nice, but they don’t use them.
Firebrick Consulting recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing, and what their marketing partners could do to improve the quality and effectiveness of what they produced. Not even a quarter of technology sales leaders we surveyed reported that they consistently use the materials they receive from marketing. The other 78% are creating their own sales presentations. [Read more…]