Establishing a solid point-of-difference for your marketing team versus the competition could on its own establish dominance in the community. The place to begin is understanding your customer or, in some cases, your product team — the challenges, the pain points, the pinpoint weaknesses, and where the failures sit against the competition.

Do your research. Get it done early in the process, and let it help guide you through strategy conversations and establishing priorities.

KP reading charts at business meeting