The Startup Velocity Question: Positioning Drives Repeatability

There’s a common problem with Founder-led Sales: Positioning changes on the fly on a daily basis.

Let’s look at a scenario for a virtual meeting product out to compete with Zoom and Webex:

• On Monday, the product use case is a virtual meeting for 1000 employees.
• On Tuesday, the use case is a virtual meeting for a sales person talking to a single customer.
• On Wednesday, the use case is a partnership executive doing partner training over a virtual meeting.
• On Thursday, the product use case is a virtual engineering team meeting.
• On Friday, the product use case is a professional services project meeting with enterprise customers.

Zoom and Webex can address most of these use cases. So what exactly is the justification for your new product in a crowded market?

Is it scalability?

Is it workflow integration?

Is it data-driven automation?

And who is the buyer?

CIO? CMO? Partnership Executive? HR?

Without answering these fundamental Positioning questions, you cannot achieve Repeatability.

Key Takeaways:

• Founder-led sales often involves dynamic positioning, which is not scalable.
• Consistent positioning is essential for a repeatable sales process.
• Clear and precise differentiation is crucial in crowded markets.
• Answering fundamental positioning questions is necessary for achieving growth.

My Question to You:

What is your company’s unique unfair advantage?

If your startup is facing Positioning challenges and you need help, you can explore 1-on-1 Private Consulting with me. I will diagnose your Positioning problems in an hour. 

Photo credit: Martin Fisch/Flickr.com

This segment is a part in the series : The Startup Velocity Question