Accepted Definitions

Positioning is a simple way to explain how digital marketing and sales conversations are planned. But unless we completely understand each other we suffer huge inefficiencies.

  • If we are imprecise with AI, it will be imprecise back.
  • Asking what you mean slows everyone down, but gives you shortcuts to build on
  • Not asking means bounding off in the wrong direction

We need a common sales language model (for short) before we start planning. Everyone being on the same page is more effective, in digital particularly.

market audiences framework

External Factors

Understanding our product timeline, tapping into what the market wants, uncovering our audience identity, and who we compete against, are all external factors. How we compete, needs to be put into words.

Factors go in stages.

What we decide what to say in response, to win, perfectly logically, is internal. We have to know what we are trying to do.

How to describe what people want?

We lack accepted definitions in DESCRIBING these external factors. How do we discuss varying levels of interest, ambiguity and timeliness? We can’t pretend to control them.

  • Positioning is how we believe sales and marketing wins
  • The elements are dynamic, but they contain parent and child elements
  • Most people in marketing disagree on what everything is called
  • Which leads to confusion and wasted effort

Marketing is incredibly complex because of unending variables and dynamics. It is also hard to ‘see’ in a digital world.

Clarity is golden, or, transparent, whichever you prefer.

Naming conventions

Defining and agreeing on how to describe markets, and audience components (with timelines) promotes better understanding, decision-making and sales.

As a discipline, the industry is going through massive challenges. Digital confusion reigns. Defining types of words is our first, foundational step. Recognising gaps and ambiguity is a positive step.

Spin is an occupational hazard.

There is little consensus in marketing because the important goal of practitioners is to be different and in so doing, avoid competition. Perfectly understandable.

  • Renaming is rife.
  • Not accepting definitions is a prelude to confusion in delivery.

One area to be aware of is whether providers are merely experts in acquiring you, by sounding different. Marketing and Sales people should be as expert in your audiences as theirs.

Sales and marketing language potential

The granular version of sales and marketing can be used to

  • interpret your “market audiences” (real things)
  • value keywords in a consistent and accurate way
  • figure out the reader’s intent
  • predict what they might want next
  • match the intent with time-specific, product, market and audience-related content
  • automate sales conversations

People use words to define what they want.

We have to describe those words.

Our Sales Language Model categorises customer communication into patterns that help us respond appropriately.

  • You will want examples, and we will share them.