Positioning Foundations

A 2-Day Workshop to Lock in Your

If you’re selling on price, your positioning is broken

Generic messaging leads to stalled deals and heavy discounting. Reps struggle to handle objections, lean too heavily on discounts, and chase the wrong prospect. Your enablement materials go unused because they’re not rooted in a story that resonates.

Positioning Foundations Sprint draws on best practices from April Dunford's positioning framework and Force Management's value-based selling structure, and helps you tighten your positioning and build a pitch that sells.

Who It's For:

Founders who have reached product-market fit and are refining their go-to-market approach.
Sales and Marketing Executives looking to strengthen and align around a clear, compelling, validated positioning.
Product Marketing & Sales Enablement teams responsible for crafting and scaling a clear, consistent story.

How It Works

Positioning Foundations Sprint is a structured 2-day workshop that is informed by customer research and its output is validated through market experiments to demonstrate proof of message-market fit.

1. Preparation & Customer Interviews

We research and bring the voice of the customer to the workshops.

2. A 2-Day Structured Workshop

We facilitate a structured and collaborative workshop to craft your positioning hypothesis.

Perform field experiments to validate, refine, and substantiate proof of your hypothesis.

3. Validation Experiments

THE 2-DAY WORKSHOP

Day 1 - Voice of the customer
- Market Overview & Trends
- Ideal Customer Profile
- Customer Jobs
- Alternate Solutions
- Buying Triggers
Day 2 - Positioning Value Framework
- Value Drivers
- Defensible Differentiation

Download Sample Document

HOW WE'RE DIFFERENT

We don’t leave you with just PowerPoints and documents, we test it. After the workshop, we run field experiments with real customers and prospects to see what messaging works and refine what doesn’t.

Second, we build simple AI tools tailored to your positioning. These help your sales and marketing teams use the new message faster and more effectively, without waiting for a big enablement rollout.

LET'S TALK!

If you're interested to learn more and feel you'll benefit from this practice, let's talk. I can help you facilitate the workshop yourself, or do it with you.

I'm here to help, let's talk.