Specialization in Professional Services

From Issue #12

A friend recommended The Win Without Pitching Manifesto. It’s about how to change professional services sales to escape the constant pitching death spiral.

The book has 12 principles, starting with: “We will specialize.” The more finely you slice your target market, the theory goes, the more skilled you are in relation to that market, and the less competition you have.

I got to wondering what that looks like in the CMS space, and here are the axes I think you could turn on:

If you have any other thoughts here, I’d be interested to hear them. How do you define your specialty?

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