At a time when every marketing dollar counts, the biggest players may be chief financial officers.
They play a huge role in approving B2B or SaaS marketing budgets, including brand positioning.
Here's how to pitch positioning to a CFO.
Shorter Sales Cycles
Anything that adds grit to the sales process is negative in a fast-moving, ultra-competitive landscape.
Companies simply can’t afford to put themselves at a disadvantage; otherwise, prospects will move on and explore other options. And even if a company attracts a customer’s attention, they make sure their narrative makes an impression.
Clear positioning makes it easier for prospects to understand the value quickly, benefits, and ROI of a company's product or service. It is a powerful and necessary reality.
Positioning makes it easier for salespeople to move prospects through the sales funnel and close deals faster. Without clear and differentiated positioning, prospects may struggle to understand why they should choose your product company.
As a result, salespeople may have to spend more time educating prospects on how the product or service works.
CFOs understand that time is money, and by shortening the sales cycle, a company’s salespeople can close deals faster and drive more revenue. It’s business and sales 101.
Positioning matters to B2B and SaaS companies because salespeople can tell more impactful, authentic and believable stories to engage and nurture prospects.
The best positioning highlight how a company's product has helped other businesses succeed, overcome challenges and problems and achieve tangible results.
As important, it helps prospects envision the experience that a product delivers and how they could use it to do their jobs or live better.
With positioning (and messaging and marketing) that resonate, salespeople can show prospects how a product can align with their problems, needs, goals and aspirations.
Clear and compelling positioning can help salespeople connect emotionally with prospects, making building trust and rapport easier. It can lead to more meaningful conversations and better relationships.
Truth be told, many purchase decisions are propelled by emotions rather than logic. Sales are easier and faster if a prospect feels emotionally connected to a product.
Differentiate from competitors
Another benefit of positioning (and one that is absolutely necessary!) is it helps a company stand out from the competition.
In a market teeming companies that offer products with the same prices, benefits and features, it can be difficult for prospects to figure out the best option.
It’s like looking at 50 different ice cream flavours with chocolate as the primary ingredient. They’re all delicious, but making a decision is really, really hard!
With clear positioning, however, a company can illustrate how its product is different, unique, or better than the competition.
It is important to note that the difference a company highlights doesn’t necessarily need to be significant or dramatic.
As long as a company stands apart, that is enough to rally around from a marketing and sales perspective.
Being different allows salespeople to address prospects' objections or concerns and show how the product delivers unique value to their business.
It helps build trust and credibility with prospects and makes it easier and faster for salespeople to close deals.
When a company explores the ROI of bran positioning, it's a no-brainer. It's easier to attract and engage prospects.
Sales cycles are shorter.
And it guides marketing, sales, product development, customer success, HR and capital raising.
For CFOs and CEOs, it's an investment worth making.
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