🚀 GTM Club Newsletter #21: Aim Small, Win Big
Positioning is not a marketing exercise. It's the foundation of every commercial decision. Without it, you're just another vendor in a price war. With it, you're the obvious choice.
Welcome to GTM Club Newsletter #21. Today, we discuss positioning from several viewpoints. I have been thinking a lot about positioning lately. Positioning has been part of the discussion when
- Sparring on whether there is a market gap for a new venture
- Challenging if odd business decisions erode a strong positioning
- Helping a friend select between two sales roles.
In addition to the positioning discussion, there are some guidelines for conducting pipeline reviews.
In real estate, they say location, location and location. Now I say...
Positioning, Positioning and Positioning
Without clear positioning, you become interchangeable with every other vendor in the market. Your sales conversations devolve into feature comparisons where prospects assume all solutions deliver roughly the same results. When buyers cannot distinguish between you and your competitors, they default to the only metric that varies: price. You enter every deal already disadvantaged, forced to justify why you cost more when you have given prospects no framework to understand why you might be worth more.
