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Positioning competing products while avoiding product identity disorder
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The speaker, with nearly thirty years of marketing experience, discusses the challenges of positioning products against each other, particularly in the insurance technology sector. They highlight the importance of clear messaging and stakeholder buy-in to avoid product identity disorder and cannibalization. The case study of Guidewire and its acquisition of ISCS illustrates the need for effective repositioning and understanding of target audiences. By refining their messaging and focusing on customer experiences, they successfully increased sales and improved the perception of their product, InsuranceNow. Ultimately, the speaker emphasizes that strong positioning is crucial for sales teams to effectively communicate product value.
Darin Reffitt, Director, Product Marketing, Core Applications, Guidewire.
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