We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter?

A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your strengths obvious. This is the working session, not the theory.

A Product Positioning Exercise

From aprildunford.com by April Dunford ~12 min read

• A five-step exercise: drop your origin story, isolate uniqueness, map it to value, ask who cares, then pick the market frame.
• List unique features without judging their value first, then work out what each one lets a customer do.
• Every product can be positioned several ways, so a single positioning statement creates a false sense of being done.
• Once-unique features quietly become table stakes as a market shifts, which is how established products lose.

Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive alternatives. Useful once you have tried positioning and it went nowhere.

A guide to advanced B2B positioning

From Lenny's Newsletter by April Dunford 18 min read

• B2B vendors typically lose about half of all opportunities to whatever the prospect uses today, sometimes over 80 percent.
• There are only two pure points of value in B2B: help a business make money or save money.
• Watch for whale bias, where the team positions against one big lost deal to a competitor they rarely meet.
• About half of status quo losses are customer indecision, not a real vote for the incumbent.

Raskin explains why a narrative is a leadership artifact, not a marketing one, and why sales teams tell a bad story when the CEO never gave them a good one. The long form version of the sales deck essay.

The power of strategic narrative | Andy Raskin

On Lenny's Podcast by Lenny Rachitsky 1 hr 15 min

The most complete plain-language description of what a PMM owns, and it is explicit that positioning and messaging is the number one responsibility rather than launches. Settles the product manager versus product marketer confusion in one section.

What is Product Marketing? The 2026 Guide

From Product Marketing Alliance ~20 min read

• The foundational four of product marketing are positioning, messaging, launches, and research.
• In the 2025 survey, 91 percent of PMMs own positioning and messaging, 80.9 percent launches, 78.7 percent sales enablement (up from 64 percent).
• Customer onboarding nearly doubled year on year to 37.5 percent of PMMs.
• Modern PMM KPIs are win/loss ratio, feature adoption, and sales confidence scores.