the competitive positioning blueprint

Competitive research usually goes into a nifty format also knows as battlecards... to be glanced over once, at best.

I found a new way to get insights out of research and translate it into a positioning and messaging blueprint you can use across the company.

What you’ll get

  • ✺

    Competitive research on your top 7 competitors + audit for your brand.

  • ✺

    Clarity and focus on who you’re actually competing with thanks to research that focuses on GTM strategy, not features

  • ✺

    We’ll workshop together your key advantages.

    We’ll focus only on your ideal clients, and why choose you and stay with you.

  • ✺

    We’ll workshop together which of your reasons to win is unique against each of your competitors.

  • ✺

    Mapping those two pieces together, you’ll get your competitive positioning blueprint.

    This is how you’re different, and how you can start shaping your POV.

  • ✺

    Cross-functional alignment.

    This is how to train your sales teams to win, how to explain potential buyers what you do, and how to reframe outreach and assets around what you’re great at.

What you can do with it

Imagine a world where competitive intel is used to make strategic decisions. Where as the market changes, you can understand your differentiation, evolve your positioning, and produce content that your ICP can actually see themselves in.

Heck, even content that helps them understand what you do and for who you do it (=them).

It’s time to make helping buyers buy cool again, even in SaaS B2B.

sales playbook

Instead of throwing all the intel at your reps and hope they memorize it, the blueprint visualizes for them what levers to pull in what situation.

No more relying on specific reps to know how to react when a competitor comes up.

Playbook that helps even inexperienced reps think on their feet instead of being caught off-guard.

messaging

The competitive positioning map will make it crystal clear where you are strongest. Whether you lead with a capability or a comparative anchor is up to you--but you'll know how to do it effectively.

No more vague 'best in class', 'leading solution' marketing lingo on your website and in your sales deck.

Messaging that make buyers raise eyebrows, not their roll their eyes. 

campaigns

Who are you not actively competing against in deals, but should?

By comparing GTM strategy rather than features you can spot potential partners, but also those you should compete with, but don't (yet). 

The competitive positioning map makes it clear who to go after and what plays you could pull against them.

Campaigns that drive awareness among in-market, with-budget buyers.

Ready

$11K

Compete program fundamentals

✔️ Competitive research

✔️ Competitive program guide

set

$15K

The extra push for products with complex sale cycle

✔️ Competitive research

✔️ Competitive program guide

✔️Competitive positioning blueprint

go

$22K

Ready to train, ready to use competitive positioning

✔️ Competitive research

✔️ Competitive program guide

✔️Competitive positioning blueprint

✔️ Competitive positioning toolkit: sales, growth campaign and messaging playbooks

Book an appointment.

Let’s chat to see which plan will serve you best.

Need something a little different than this?

For the right fit client, we can color outside the lines. Let’s see if this is you.

✺ Frequently asked questions ✺

  • You will work directly with me.

    I developed this framework while working in sales-led SaaS B2B startups. I continue to refine the approach every time I do it and I don’t outsource or hire anyone to do these parts of my work.

  • Competitive Positioning engagements typically take 3-6 weeks, depending on the scope:

    • READY projects typically take 2-3 weeks.

    • SET projects may take 4-5 weeks, depending on your availability to set up the workshops.

    • GO projects take about 6 weeks.

  • You select the competitors you’d like me to research.

    For SET or GO plans, you should have a good idea about:

    • Who your ICP is

    • Why they choose you and what makes you a good fit for them. You should be able to translate that into benefits and pains for later

    • Why you lose deals

    If you’re taking to customers and/or conducting win/loss regularly, you should be able to answer all these.

  • For the READY plan, you should get input from sales and product regarding which competitors to include.

    For other plans that include workshops, we aim to limit at 4 people max to keep the work sessions effective.

    Whoever joins should have a perspective on your current clients, what makes them a good fit, and ideally is someone who speaks to customers and prospects (or at least listens to a lot of calls), and are familiar with win/loss data.

    It can be folks from marketing, sales engineering, product or customer success. Whoever you think are your internal experts.

  • If you think you might need help beyond the GO plan, let’s chat.

    We can take a look at your needs and priorities and decide which of these plans works best for you, and if and how it would make sense to provide other support.

  • For all the packages, $11K are due at the beginning of work.

    For SET and GO plans, the remaining amount is due with the delivery of the competitive research (~2 weeks after start of work).