What makes positioning effective?

Effective positioning leads with the buyer's problem and outcome, not your features. After hearing your pitch, a prospect should be able to explain what you do in their own words — using language about their business, not your technology.

How do I know if my positioning isn't working?

Signs of weak positioning: prospects ask 'so what do you actually do?' after your pitch, you lose deals to 'no decision', buyers compare you to products that aren't really competitors, or your close rate varies wildly depending on who delivers the pitch.

Should I position against competitors or the status quo?

Usually the status quo. Most B2B deals aren't lost to competitors—they're lost to inaction. Position against the pain of the current situation (spreadsheets, manual processes, the workaround they've cobbled together) rather than other vendors.

How often should I revisit positioning?

Revisit when you see patterns in lost deals, when you enter a new market segment, or when your product capabilities change significantly. Good positioning should last 12-18 months. If you're changing it every quarter, you haven't found the right angle yet.

Positioning

Can buyers explain what you do?

Positioning is how you occupy a distinct place in your buyer's mind. Strong positioning means prospects instantly understand what you do, who it's for, and why it matters to them. Weak positioning sounds like every other product in your category.

Answer 4 diagnostic questions to see where you stand.

Find out where you stand

What this measures

After a 2-minute pitch, can a prospect explain what you do in their own words?
Does your pitch lead with their problem or your solution?
When you lose a deal, what reason do you hear most often?
Could a new hire deliver your pitch after one day of training?

What to do about it

If this area is broken

Test your pitch with 5 prospects. Can they repeat back what you do and why it matters?

If this area needs work

A/B test your pitch. Find the version that resonates most.

How this connects

Depends on

Problems here often trace back to gaps in:

Market Clarity

Affects

Fixing this can unlock progress in:

Frequently asked questions about positioning

What makes positioning effective?: Effective positioning leads with the buyer's problem and outcome, not your features. After hearing your pitch, a prospect should be able to explain what you do in their own words — using language about their business, not your technology.
How do I know if my positioning isn't working?: Signs of weak positioning: prospects ask 'so what do you actually do?' after your pitch, you lose deals to 'no decision', buyers compare you to products that aren't really competitors, or your close rate varies wildly depending on who delivers the pitch.
Should I position against competitors or the status quo?: Usually the status quo. Most B2B deals aren't lost to competitors—they're lost to inaction. Position against the pain of the current situation (spreadsheets, manual processes, the workaround they've cobbled together) rather than other vendors.
How often should I revisit positioning?: Revisit when you see patterns in lost deals, when you enter a new market segment, or when your product capabilities change significantly. Good positioning should last 12-18 months. If you're changing it every quarter, you haven't found the right angle yet.

Find out where you stand Or take the full diagnostic