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Mark Withington's avatar

Very timely write up Brendan!

I think some companies that “Bundle” can push back against the point solutions through their positioning.

And April Dunford has some really helpful advice here.

An essential point of April’s is that defining where you play in the space, and what your unique POV is so crucial for (1) customers to really understand you and (2) to solve indecision.

Every product out there is essentially bundling together some variations of capabilities.

And the reason they they have chosen to bundle these precise set of capabilities that is that required bundle is central to supporting their POV / positioning (not just growing ARPU!)

The company I’m with is bundling together a set of ETL, data visualization, and prediction capabilities. Previously, we didn’t focus so much on our positioning and alternatives within our market.

This led to a lot of indecision as many prospects didn’t quite know what to compare us to. And most people need a valid alternative to compare/ contrast to in order to make a decision.

Now we’re focusing on our positioning, the distinct capabilities we’ve bundled, and why we’ve chosen to do that.

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