Often I observe that when business is good, positioning gets stale. However, no one cares. As one of my good CFO friends once told me "Top line growth covers a lot of rocks". I think this is a shame, and a real missed opportunity. Positioning from Strength is a HIGHLY leveragable activity, one that has the potential to accelerate both business and valuation.
Take my client Nimsoft, recently acquired by CA for $350M on a very healthy multiple. When I arrived to work with the CEO, Gary Read and his exec team, business was going great. Nimsoft had (and still has) a tremendous product, great sales momentum and was an execution machine. However, to Gary's credit, he was open and receptive to a discussion of positioning, vision and go forward marketing strategy, in a way that was highly unusual for a business going so well.
I think Gary saw that Nimsoft was sitting at the apex of an opportunity to reposition from strength, and to use that strength to build a platform and vision that was forward looking and unique. That's exactly what we did when we launched and implemented the Nimsoft Unified Monitoring strategy, architecture, alliance and .com portal.
The results, well they speak for themselves, great going forward positioning, coupled with continued amazing execution led to continued growth and the CA transaction. But we are not done yet, and this week took the next step with the launch of Nimsoft On Demand, a SaaS delivery of Nimsoft Unified Monitoring. Look for more great things to come from the Nimsoft business now that it is part of CA, this is only the beginning.
So, I think this shows very strongly the value of positioning from strength. CEOs and BODs, don't wait for the crisis, IF YOUR BUSINESS IS GOING GREAT, and you haven't examined your GTM positioning and messaging within the last 12-18 months, there's never been a better time than right now...(Need help, well, I know someone who's pretty good at this :))...