Winning Prioritization

After you have laid out strategy, segmentation, and the high-level story, the winning priorities will vary and differ by geography, roles, and budget. Lack of prioritization drives unnecessary work and leads to integration issues internally. Externally, it leads to market confusion and focusing on unprofitable areas, as well as speaking the wrong language at the wrong time. In fact, it enables noise to continue because a company doesn’t have the right focused mix or the right set of priorities to break through the marketplace noise.

Participation in setting priorities is critical to success so that all feel ownership of the actions. For example, it is about engaging sales early, so that you are not only building ...

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