Let’s talkYour product does more than it did a year ago. But your website tells another story, and your sales team improvises every pitch. On top of that, you lose deals even though you know you're clearly the better option.
This is what happens when positioning is treated as a tagline exercise and not built to land with the people your sales team talks to. Every misaligned pitch, discounted deal and lost prospect adds up to market share that should be yours but isn't. Over 40+ engagements, we’ve seen where agency and consultant work tends to stall.
Positioning fails when it doesn't come with tradeoffs.
Without them, every pitch drifts, pricing gets negotiated down, and customers that should be yours go to competitors.
Over 40+ engagements, we've seen where this stalls and built a methodology to close the gap.
Book a diagnosis callThe product does a lot. But when a rep gets on a call, they walk through capabilities instead of a clear reason to pick you. The conversation becomes a comparison game against a competitor on the number of features and pricing, and the only way to win that game is by discounting.
There's no shared story. Reps open Google Slides and make a new version for each prospect because the standard deck is off. They default to features because there's nothing sharper to lead with, and nobody can name what your best customers actually have in common.
The product does more than the competitor's. The demo went well. And the prospect still picks someone else, or negotiates you down on price because they can't tell the difference. When buyers can't see why you're worth more, they compare on cost.
Sales tells prospects to ignore it. Marketing knows it doesn't reflect how the company actually talks about itself. It doesn't convert, so nobody treats it as a marketing asset, so it falls further behind. The longer it sits, the wider the gap between what you say in a room and what the site says to everyone else.
We run a diagnostic across customers, lost deals, competitors, and your sales team. Conversations mixed with data, because neither tells the full story. You leave with a clear picture of where you win, where you lose, and why.
We bring the team into the room to make the decisions. Who you're for, what you lead with, what you deprioritize. This is where the team commits.
We put the positioning to work in a sales pitch, a campaign, or a product page. If it doesn't change how buyers respond, we're not done.
B2B tech, SaaS, professional services. Companies selling to SMBs and companies selling to enterprises. Early-stage and scaling. That volume means we've seen most category dynamics before and we know which positioning moves hold up under real sales pressure.
Most positioning consultants deliver a framework and leave. We've held roles in marketing, sales, and brand, so we know what it takes to get positioning used across the org: sales needs it in their conversations, marketing needs to build campaigns from it, the founder needs to say it in one sentence to an investor. That's why we treat positioning as a decision and not a document.
Most positioning work stalls because nobody puts it into a sales pitch, a product page, or a campaign. We do that before we're done, because that's where you find out if the position actually holds.
That's actually a great starting point. Two things worth checking:
Is there anything from that work the team uses day to day, or does it live on a slide?
Is your sales team aligned on it and using it in conversations
If not, the positioning didn't fail, it just didn't land. That's fixable.
Branding is how you look and sound. Positioning is the decision about who you're for, what you lead with, and why you win. One follows the other.
We hear this a lot. Usually the copy isn't the bottleneck. Good creative comes from knowing which audience you're speaking to, what language they actually use, and what they want to accomplish. Customer research solves that, and that’s part of positioning work. Once that's in place, the copy practically writes itself.
Typically 2 to 4 months. That includes customer and prospect interviews, competitive analysis, work sessions with the team, and alignment meetings with decision-makers. We've found this pace gives the organization enough time to absorb the thinking and commit to it, which is what makes the difference between a positioning document and a positioning decision.
Yes, we do! We work with senior creative experts and assemble a team that works directly with you without layers.
That happens sometimes, especially in tech. Usually we approach it through one strategic position at the company level that gets framed differently per market, because each segment compares you to a different alternative and cares about different things. We map them to preserve coherence.
Tell us what you’re working with and we’ll tell you what we’d do.
Book a diagnosis call