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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Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? That gap is almost always a sign the positioning was written for the website and never translated into a conversation. Fix it by building the pitch... Doing the work 4 resources → How do I build a sales deck that is not just a tour of our features? Open with a change in the buyer's world, not with your company. Name the shift, show that it creates winners and losers, describe the better state ... Doing the work 4 resources → Everyone we sell to already uses the big incumbent. How do I position against them without trashing them? Never attack the vendor, attack a specific frustration their own customers already voice, in their words, lifted from review sites and your win and... Doing the work 5 resources → Everyone has an opinion on our new messaging and nobody can settle the argument. How do I test it instead? Stop reviewing messaging internally, because the most senior opinion wins and none of you are the buyer. Put the actual page or email in front of t... Doing the work 4 resources →
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