Your Company’s Messaging and Positioning, a.k.a. “A Can of Worms”

“A can of worms” is how marketers often refer to messaging and positioning in their company. 

An astonishing number of companies struggle with this foundational aspect of GTM. It is especially obvious when each person in the company says something different when answering these three questions, one sentence each:

What do you do?

What is your unique value proposition?

Why should someone buy from your company?

In such companies, GTM teams are rarely aligned and each is pulling in their own direction. They all struggle to do their job. Marketing struggles to build a strong brand and pipeline. BDRs struggle to give consistent answers to prospects. Sales reps often have their own decks that they put together based on what they think will help them close their next deal. Needless to say this lack of clarity and consistency leads to much slower growth and dwindling win rates. 

Clear, concise and consistent messaging and positioning is the bare minimum for a strong GTM strategy.  Yet the marketing team often feels burnt out, overrun by various opinions and conflicting priorities. 

Do you dare to open “a can of worms” and ask your peers the three questions above? Can your company afford to go on struggling to differentiate and lose deals?

#gotomarketstrategy

#messagingandpositioning

#demandgeneration