Marketing Mindset –
Time to Convert R&D into ROI

Includes marketing planning, business and technology models, “whole product” thinking, sales plans vs. marketing plans, revenue drivers, marketing research—and three downloadable tools.


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Launch a Product, Build a Brand –
Techniques for managing customer perception and getting closer to a sale.

Includes an overview on brands, why they matter, types of brands, attributes, engineering a brand, brand targets, product names, the role of brand in marketing strategies—and three downloadable tools.


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Positioning for Market Success –
When, where and why to deploy your most valuable
marketing tool

Includes an overview on positioning, strategies, when to use it within a product launch, how most B2B companies use it, positioning readiness steps—and two downloadable tools.


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Write an Effective Positioning Statement –
Put your products in the best possible context
to gain a sale

Includes an examination of the elements within a positioning formula, samples showing representative “good” answers, statements addressing various marketing scenarios—and seven downloadable tools.

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Write a Value Proposition that makes
customers say YES!–
The do’s and don'ts of crafting a statement buyers
can’t ignore.

Includes an explanation of what a CVP is and when/where to use them, truths and myths about value, sample value propositions, writing mistakes to avoid, word equations—and three downloadable tools.

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