Positioning Exercise & Strategy
An exercise based on April Dunford’s book “Obviously Awesome” done with company leadership to dig deep into product features and differentiators to develop a unique position in the market.
Collaborators: Marketing, Sales, Product, Customer Success
Areas of Focus: Audience Development, Product Positioning, Customer Insights
The Plan
In an effort to align our customer and product-facing teams, I led a comprehensive product positioning exercise based on April Dunford's principles from Obviously Awesome.
The outcome aligned our marketing, sales, and product development teams, driving more focused and effective marketing efforts and significantly enhancing our market presence.
The Goal
Align customer facing teams under the same position, target audience, and mission
Define positioning to inform future messaging and drive effective marketing efforts.
This exercise involved gathering leadership from across Marketing, Product, Customer Success, and Sales to identify our product's unique strengths, target audience, and competitive landscape, resulting in a clear and compelling positioning statement.
Ownership
End-to-end planning, coordinating, and leading the exercise
Post-exercise work to cohesively bring together ideas and form them into positions
Content and messaging based on position
Takeaways
Not only did this project result in cohesive and aligned positions to inform marketing, but it brought together all the customer-facing teams to get everyone sharing their thoughts, insights, and experiences which meant that everyone was on the same page and understood how we got to our position and how we should use that moving forward.