AMA: Adobe Sr Director Product Marketing, Katie Gregorioon Positioning
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The way to get people bought into positioning is to make sure that positioning is a cross functional exercise in the beginning. Positioning is not just a marketing or product marketing activity and when it is the output often fails.
The BIGGEST mistake companies make with positioning is not including the entire company in the exercise and making it just a marketing exercise. The next mistake I’ve seen is not talking to customers and keeping the positioning discussion internal.