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The Three Cs of Successful PositioningPart Three: Get Your Channel Involved
If there's a disconnect between your channel and your marketing team, neither will reach their full potential. In this column, you’ll see how involving your channel in the positioning process is a key ingredient in successful marketing and sales.

DATENVERWALTUNG: keep the exercise from degenerating into chaos with egos on stage. Some basic ground rules are Make what do you like about it? the theme of the session. No negatives allowed; they destroy the momentum of idea generation. Build on each others ideas. Have fun—there is no such thing as a bad idea. But no war stories, especially ones that start We tried that Eventually you will develop a draft positioning statement with three supporting benefit statements and as much detail as you feel is necessary

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