Positioning Done Properly

Why positioning is one of the most important PMM responsibilities. And why process matters.

It’s been a couple of weeks since my last post. I took some time off this summer to spend time with our new daughter, Darcy, who my wife and I are already absolutely obsessed with. Sleep-deprived, yes. But we couldn’t be happier.

Earlier in the summer, I joined the Marketing Unfiltered podcast to talk about a rather broad topic: The Future of Product Marketing. We covered a lot. The difference between Europe and the US, optimal org design, how AI might shape the role, and even how product marketing consulting actually works. We also talked about one of my favourite topics: positioning.

This is a word that gets bandied about quite loosely within tech companies. But one of the few hills I’ll die on (and I’m conscious this is an ever increasing list) is that positioning should be decided via a proper process - ideally led by a product marketer.

Because positioning isn’t something you can change overnight. In fact, you don’t even get to fully determine it as a company - because it’s shaped by so many external factors.

It’s not a quick whiteboarding session or something your CEO decides on a Tuesday afternoon, before telling the company to change course and go after a new slice of the market.

It’s a process.

For me, there are two proven ways to run it:

1. The traditional “old school” approach: crisp and clear, looking at customers, competitors, the market, and the product in depth.

2. April Dunford’s method: anchored in how customers perceive you, framed around category entry points, tested rigorously and iteratively until it resonates.
   
   

Both methods are solid. I actually use both in my consulting work, depending on what the client needs. But whether you prefer the traditional model or April Dunford’s, what’s most important is that you run a rigorous process - and that the company and founders take it seriously.

(Images taken from April’s well known post: A Product Positioning Exercise)

Why it matters

Strong positioning is the foundation for great product marketing work. It sits underneath everything else you do. Done well, it:

• Sharpens messaging and makes customer conversations more effective

• Aligns the company on what the product is and isn’t.

• Brings clarity to big decisions across pricing, packaging, onboarding, and GTM

• Gives consistency to every audience you talk to
  

Without it, things get messy quickly. Sales end up with one pitch. Product doesn’t prioritise building the things needed to win your category. Marketing has its own story. And customers are left bewildered.

The importance of hard choices

Many companies don’t just struggle with the process itself, but also with ownership. Positioning sometimes sits with brand teams, who can drift into aspirational territory. In my (totally unbiased) view, product marketing is usually better placed to run it end-to-end, balancing ambition and vision with the reality of the product and the customer-base you serve.

And here’s the tough bit: positioning requires hard choices.

You can’t be the fastest, cheapest, smartest and easiest. You need to choose what you excel in - how you differentiate. You need to be clear on what side of the market you’ll focus on. Otherwise, you risk being “for everyone” with a product that solves everything. Which usually means it resonates with no one.

An external view can help here. PMM consultants can be more objective and even a bit more scientific about the tradeoffs. We’re not caught up in internal politics or brand ego. Our job is to help companies make those calls and land on positioning that makes a genuine business impact.

The pitch for positioning

So if you’re trying to convince your boss of the importance of running a proper positioning process for your new product, rather than jumping straight to GTM tactics, feel free to forward them this post.

Positioning is not a nice-to-have. It’s the foundation - some of the most important work a product marketer can do. It’s strategic direction for everyone in your company. Without it, everything else becomes harder.

And if your company’s positioning needs revisiting, my consulting business The Product Marketer can walk you through the whole process - so let’s chat ☕️.