Book Chapter 5 - Choosing Attractive Targets

If you can't define an attractive target market, you'll chase every opportunity and dangerously dilute your company's focus. In this episode, Mary, Sean and Tom describe a powerful tool and process that has helped their clients gain agreement on everything from target markets to potential partners to project priorities.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.