Positioning Sprint™
Clarify Your Message. Differentiate Your Product. Accelerate Growth.
If your product is hard to explain, hard to differentiate, or hard to sell, you don’t have a messaging problem. You have a positioning problem.
The Positioning Sprint is a focused, high-impact engagement designed to help you sharpen your positioning, align your teams, and create a clear, compelling narrative that drives revenue.
Who Needs Positioning Help?
The Positioning Sprint is ideal for companies that:
-
Have product-market fit, but struggle to clearly articulate value
-
Experience AI impacting products and markets
-
Are losing deals to “good enough” competitors
-
Have messaging that feels generic, inconsistent, or internally misaligned
-
Are moving upmarket and need a stronger enterprise narrative
-
Are preparing for a launch, funding round, or growth phase
-
Have multiple stakeholders with different versions of the story
Why Revisit My Positioning?
Clients use the Positioning Sprint to:
-
Make products easier to understand and sell
-
Improve win rates and sales confidence
-
Create clear differentiation in crowded markets
-
Align product, sales, and marketing teams
-
Build a product foundation for scalable go-to-market execution
What's Included in a Positioning Project?
This is not advisory alone, you get tangible outputs and measurable progress:
-
Messaging and positioning audit
-
ICP and persona alignment
-
Value proposition & differentiation
-
Messaging architecture
-
Executive alignment workshop
How Do I Engage with a Product Marketing Consultant?
Fixed-fee engagement
-
Roughly 4-6 weeks timeframe depending on scope and complexity
-
Includes discovery & audit, positioning development, and alignment & delivery
Why KJA Marketing?
-
30+ years of product marketing leadership in B2B SaaS
-
Over 40 enterprise products launched
-
Millions in product pipeline generated
-
Enterprise-grade strategy adapted for growth-stage companies
-
Proven ability to align product, sales, and marketing
-
Strategy and execution—not just recommendations
-
AI-enhanced insights to sharpen positioning and messaging
Frequently Asked Questions
How do I know if I have a positioning problem or a messaging problem?
Most companies assume they have a messaging problem because prospects seem confused. In reality, messaging is often just a symptom. If your team can't consistently explain who your product is for, why it's different, or why customers should choose it over alternatives, the underlying issue is positioning. Once positioning is clear, messaging becomes much easier to create and far more effective.
What is the difference between positioning and branding?
Branding influences how people feel about your company. Positioning defines how they understand your product in relation to alternatives. Strong branding can attract attention, but without clear positioning, buyers still won't understand why they should choose you. Positioning comes first; branding amplifies it.
How often should a company revisit its positioning?
Most B2B SaaS companies should evaluate their positioning whenever significant changes occur, such as entering a new market, launching major capabilities, moving upmarket, facing new competitors, or when AI changes customer expectations. Even without major events, reviewing positioning annually helps ensure it still reflects the market.
What are the biggest positioning mistakes B2B SaaS companies make?
The most common mistakes include trying to appeal to everyone, focusing on product features instead of business outcomes, copying competitor messaging, using generic AI buzzwords, and failing to clearly explain why the product is different. Great positioning is built on focus and differentiation, not broad claims.
Should founders be involved in a positioning project?
Absolutely. Founders often have the deepest understanding of the market and product vision. The Positioning Sprint combines that expertise with an outside perspective that challenges assumptions, uncovers blind spots, and translates internal knowledge into language customers actually understand.
Will this help improve our website messaging?
Yes. While the Positioning Sprint isn't a website redesign, it creates the strategic foundation for stronger web copy. Once positioning, value propositions, and messaging are defined, every page—from the homepage to product pages and sales presentations—becomes clearer and more persuasive.
Can a Positioning Sprint improve sales performance?
Yes. Clear positioning gives sales teams a consistent story, stronger differentiation, and more confidence in competitive conversations. It reduces confusion, shortens sales cycles, improves discovery conversations, and helps buyers understand value faster.
Does AI change how companies should approach positioning?
AI doesn't replace positioning—it makes it more important. As products become increasingly similar and AI-generated content floods the market, companies need clearer differentiation than ever. Strong positioning helps both buyers and AI systems understand exactly what makes your company unique.
What deliverables will my team still be using six months later?
Most clients continue using the messaging framework, value proposition, differentiation framework, positioning statement, ICP guidance, and messaging architecture long after the engagement ends. These become the foundation for sales enablement, product launches, website content, analyst briefings, and demand generation.
What happens after the Positioning Sprint is complete?
Some companies implement everything internally using the deliverables. Others continue with support for product launches, sales enablement, messaging refinement, competitive intelligence, or ongoing fractional product marketing leadership. The Positioning Sprint is often the strategic foundation for broader go-to-market execution.