Wow, this is a big question! The short answer is, go visit a few folks to see if they were offered the product at all! If so, did they consider it? Did they evaluate it? What did they ultimately choose? Show them your positioning document and ask them to read it and even edit it.

So either you've built a product that no one wants and no amount of perfume can overcome the stench of a pig product. Or, you've built a product that people do want and you've done a terrible job of promotion and selling.

So first figure out the product, then the promotion and placement.

Answered by Steve Johnson

I can't say it any better - do win/loss interviews.

As a matter of fact, I would completely stop any efforts your team is doing on researching the competition, reduce your efforts with client advisory boards unless they recently evaluated your product and limit your interaction with focus groups unless those groups are comprised of those who were involved in recent evaluations of your product.

In other words, with such a small amount of time to address this issue, pour all your energy into gathering data from recent evaluators. Direct contact is best, although this will be augmented by your sales engineers. Listen to this latter group carefully, though, to be sure they aren't injecting their own opinions.

Answered by Jim Foxworthy