Latest / GTM Made Simple / Do You Have a Differentiated POV?
Transcript
- If you are a CEO or a business leader, this one test will help you find out if you sound like your competitors or if you have a differentiated point of view. This issue keeps CEOs up at night. How do they differentiate themselves from their competitors? So, here's the third questions of the entire go-to-market operating system. The question is, how do you differentiate and how do you have a differentiated point of view? This is a very difficult question because I'm pretty sure if I talk to anyone right now, if I talk to you one-on-one right now as a CEO or or a go-to-market leader, you'll say, "Well, this is our point of view. This is why we do." Maybe you are a trucking [music] business and you're talking about, "Well, this is our trucks are faster, better, cheaper." You might have a AI business today and you might say, "Well, ours is all autonomous." If you have a SaaS business today, you might actually say that, "Well, this is [music] literally a software as a service." If you have a services business, you might say that, "We are people who are amazing." Those are great point of view. But note, none of it is a differentiated point of view. And the way to test for this is simply this. If you look at your website, and you can do it right now, and you can go and look at your competitor's website. And if the language on that is literally the same or in many cases, if you look at your website and your competitor's website and your customer will not feel anything different, they will feel like you have literally the same apples and oranges. You have the same features. Maybe you also have the same onboarding process. Maybe even the colors on your website look the same. You do not have a differentiated [music] point of view. So, let me give you a couple of few examples that I've learned myself. Number one, when I was running marketing at Pardot and we got acquired by Salesforce, I went to Salesforce to find out how do they have a differentiated point of view? It's one of the biggest and greatest company in the SaaS world. If you have lived 20 years or a little bit older as I am right now, you know Salesforce literally has a footprint on all of our world that we have in go-to-market and if you think about B2B specifically. And when I went to Salesforce, I saw that they actually had a differentiated point of view. And the way they did that was because they had this big event called Dreamforce. They did that every single year and they did not call it Salesforce. They called it Dreamforce. Similarly, think about HubSpot. They have an event called Inbound. [music] Now they're changing it to Unbound, but for 10 plus years they had this event called Inbound. At Terminus, when we started off, when we went from a million to five to 15 and [music] and had an exit with private equity, as I'm learning from all of these things, we created something called as Flip My Funnel. We had a Flip My Funnel event and a book and a podcast on a point of view that less than 1% of the leads turn into customers, there got to be a better way, ABM is the way. That was our differentiated point of view. So my question to you as you think about it is that what is your differentiated point of view? Will your customers be able to tell what the difference between you and your competitor is if you take the logo out? If you send a newsletter today, would your newsletter say something different, will have an authentic point of view, or would it have a voice that is so differentiated that they would know it's from you? Or if your pricing packaging is the same across the board, what is the difference between they buying from you or somebody else? That is what a differentiated point of view. It literally gives you the differentiated point of view literally gives you the ability to charge more, to have a very clear point of view so they would say I want to be part of this tribe. I want to actually buy from you. Quick story on this thing. As as a married for like 20 year wedding anniversary and was trying to get a a ring for her, like an upgraded ring. And where guess what? She wants to go to the Tiffany's or Shane Co. She doesn't want to go down the street jewelry. Now, the same diamond is possibly at at Tiffany's or or probably a Shane company, but she [music] wants to go to those because they have a differentiated point of view. They have created a brand that [music] is so big that you feel or at least she feels like if I get a diamond from there, it's going to be more valuable. Even though that diamond is probably the same at down [music] the street diamond jewelry shop. That is the power of a differentiated point of view. It not only separates you from your competitors, you can actually charge more. You can have more loyal customers as a result of it. You can launch new products and services that your customers would actually buy because they think that you have a differentiated point of view that they want to be part of that story. Now that you heard this, you're likely asking the question, do I have a differentiated point of view? Well, guess what? We created an assessment just for you. You can go to runandgmaize.com/move and that assessment will help you figure out if you have a differentiated point of view that will help you be a different company, charge more, do better at sales and marketing, and actually have a brand that customers want to buy from. If you're ready for this, let's get moving.