Sure, marketing can take the lead on positioning, but founders who stay hands-off are more likely to disagree with the outcome. This usually leads to continued misalignment on messaging and endless debate.
As a founder or CEO, you’re probably the person with the deepest knowledge of the market and the value of your product. Your insights should be central to shaping your positioning.
Plus, you’ve now got a team with valuable perspectives and data; leverage this to build alignment and a shared strategy. Here’s who should be in the room:
• Founder / CEO
• Head of Marketing / CMO
• Head of Sales / CRO
• Head of Customer Success
• Head of Product / CPO
Positioning is a team sport, so make sure your MVPs are on the field.
As a founder, you’ve likely crafted dozens of pitches and decks that showcase your vision. But remember, your ideal customer only uses your current product.
When your positioning appears on your homepage, it’s a promise to customers about the value they’ll experience right now, not in the future.
You’ll need separate messaging for investors that speaks to your vision. But for customers, keep your product positioning firmly grounded in the value you’re delivering today.
