How many times a week does somebody in your organization, or company, want to launch the next new marketing "thing"? Or maybe it's a daily pain. No matter, before any sales and marketing initiative sees the light of day, you've got ask--and answer--six questions. They lay at the foundation of all seismically-sound marketing structures. Indeed, a retro-fit may be called for if you think that what you have around you right now is shaky ground. Here they are, courtesy of the Chasm Group and Turner Associates:
What are you best at? What technology, product, and/or solution do you offer that no one else does?
Why should a customer care? How much better is your stuff than the stuff already out there?
Which markets desperately need you? What is the urgency that screams for the stuff you're selling?
What buyers "gotta have" your offerings? What and where is your sweet spot?
What problems do you solve? Don't laugh at this cliche! How do customers describe, in their own words, the problem you claim to solve? What is their point of view?
Finally, how much time, and how many resources, will it take to deliver your solution to them?
Once each and every question is answered to the extent that all doubts seem trivial, you're ready to march. Not until then.
Comment Preview