Poor margins, price-only negotiations, fighting harder for the same sales, closing fewer leads. It’s most likely not the fault of your sales staff. These are the signs of poor positioning.

Regardless of how you see your company, others likely see you as a commodity. In their minds, there are lots of reasonable substitutes for what you offer, and there’s no reason you should be paid a premium for what you deliver.

One of two things is true. Either you really are valuable and different, but just haven’t done a good job of positioning, or (if you want things to be different) you need to focus on a market where you can be one of the leaders. Where there are few credible substitutes for what you deliver. Where you are perceived as an expert.

We help business-to-business clients identify and migrate to positions of leadership in their markets. We help clients crystallize the vision of the market in which they should compete.

The ideal market lies at the intersection of four crucial factors. After acquiring an understanding of organizational strengths and dynamics, key customer insights, and the competitive landscape, we work with clients to identify the ideal market, assessing each potential market in light of these four factors.

Once the ideal market is identified, we help clients identify and understand the roles within the target organizations that are most likely to influence the purchasing decision and the aperture—that window of time, that set of circumstances when the prospect in the ideal market is likely to be most receptive.