Comments on: “Facts are the enemy of truth.” So said Miguel de Cervantes, 16th Century Spanish novelist and, apparently, savvy marketing guy. http://www.drumcircleco.com/billblog/?p=98 Just another WordPress weblog Wed, 08 Sep 2010 12:17:09 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: jeb hurley http://www.drumcircleco.com/billblog/?p=98&cpage=1#comment-710 jeb hurley Sun, 03 Jan 2010 03:03:56 +0000 http://www.drumcircleco.com/billblog/?p=98#comment-710 My experience has been that developing an understanding of 'what really motivates' and translating that into 'we understand' is at the heart of creating sustainable competitive advantage in B2B marketing. It is also one of the more difficult disciplines to develop within product management and markting teams who have been indoctrinated with conventional fact based feature-benefit 'marketing'. The Drumcircle Message Architecture is a clear, concise and powerful framework for thinking about how to better position and market products and services to businesses. Jeb Hurley President & CEO ONYX Graphics, Inc. My experience has been that developing an understanding of ‘what really motivates’ and translating that into ‘we understand’ is at the heart of creating sustainable competitive advantage in B2B marketing. It is also one of the more difficult disciplines to develop within product management and markting teams who have been indoctrinated with conventional fact based feature-benefit ‘marketing’.

The Drumcircle Message Architecture is a clear, concise and powerful framework for thinking about how to better position and market products and services to businesses.

Jeb Hurley
President & CEO
ONYX Graphics, Inc.

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