• Preparing to launch a new service or solution?
• Unhappy with how your company or products are positioned?
• Feeling out-marketed by your competitors?
• Confused about the difference between “positioning” and “messaging”?

Contact me . . . I can help.

I help companies with technology-based products and services to improve their marketing effectiveness. I work with executives and marketing teams on target-market definition, customer value proposition, and competitive differentiation. Strip out the marketing jargon, and that simply means, “what are you selling to whom, and why should they buy?”

My approach is to collaborate with marketing, sales, and product-development teams to help them define positioning and marketing strategies that effectively communicate with target audiences. I work with what people inside the company already know. Using methods and tools I have developed through years of experience in technology markets, I guide teams to determine their positioning, marketing, and messaging strategies.

Marketing is often dismissed as vague puffery. But I believe that excellent marketing is rooted in professionalism, consistency, and adherence to disciplined methodology. My services produce tangible results that individuals and teams can apply to their everyday work, as well as to company-wide initiatives.

Among the outcomes you can expect are the following:

• Tools and templates that can be used by all marketing teams, guaranteeing consistency in process and format.
• Specific positioning and messaging content that can flow directly into the work of marketing communications staffs or agencies.
• A vocabulary of terms that everyone in the company can understand and apply in positioning and messaging, resulting in improved communication and more effective results.
• Improved dialog between employees and managers in disciplines that are very different but need to cooperate on positioning and messaging (e.g., engineering, product marketing, marcom, sales).

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