Who you sell to, and why they care

Positioning and messaging

Making a buyer understand in one sentence why you exist and why you are the one to pick.

Level All Breaking into GTM Doing the work Leading a GTM team How the best do it
Market All India Global
Who's asking Everyone Founder doing GTM Founding AE Growth and demand gen Product marketer Sales leader Agency or consultant

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What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... Breaking into GTM 3 resources → How do I write a one-line description of what we do that a normal person actually understands? Stop trying to be clever and name the category first. A stranger needs to file you somewhere in their head before they can care, so 'a CRM for fiel... Breaking into GTM 4 resources → What is the actual difference between positioning, messaging and copy? I keep being asked for all three and they feel like the same job. Positioning is a decision, messaging is a small set of sentences that carry the decision, copy is the words on a specific page. Positioning answers... Breaking into GTM 4 resources → Does our name actually matter? We keep arguing about it and I cannot tell if it is important or a distraction. The name matters much less than the words next to it. Nobody bought Slack because of the word Slack, they bought it because the line underneath sai... Breaking into GTM 5 resources →
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