Are sales talking a different language to marketing? Are both are on a different planet from your main product or service? You might have a positioning problem. Solving this will give you consistent content across the business.
The way to solve this is to follow a simple 5-step process with your team. This isn’t just marketing’s job: it’s everyone’s job, and needs to be sponsored by the CEO.
Internal positioning is a team effort to build a foundation for a unified go-to-market.
AT A GLANCE
A 5-step framework similar to that from the Challenge Sales/Buyer series and promoted by April Dunford. Triangulate between the market, prospects, and your own view of what you do.
Workshop together as a team, sponsored by the CEO, to build an internal positioning statement and decide how to use it to unify go-to-market and other parts of the business.
BENEFITS
Internal positioning is the often missing but essential foundation for everything your business does.
It galvanises your team to surface incongruent positioning, gaps in understanding, and puts you on track for everyone to agree on what you do, who you do it for, and how you compare to alternatives.
Who is it for?
Internal positioning is the often missing but essential foundation for everything your business does.
It galvanises your team to surface incongruent positioning, gaps in understanding, and puts you on track for everyone to agree on what you do, who you do it for, and how you compare to alternatives.
Topics
- Competitive alternatives
- Distinct attributes
- Differentiated value
- Ideal customer
- Target market
Deliverables
- The key deliverable is a customized internal positioning report.
- The report documents the team workshop and the internal positioning to provide the foundation to move forward.
- Recommendations are provided for next steps, such as unifying go-to-market messaging.
Key activities
- Establish a brief for internal positioning that guides us from the current to future state. Document buy-in from the team.
- Team members fill in their own, private worksheet prior to a workshop.
- Facilitate a workshop online to create the internal positioning.
- Collaborate on the positioning report and deliver to the team.
- Follow up actions.
Related services and guides
Scope and pricing
This is a fixed price, fixed scope, and time-bound engagement.