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Why invest in positioning, messaging, and GTM structure?

After you achieve product-market fit (PMF), your focus shifts to go-to-market fit (GTMF) and levers that drive pipeline for bookings growth and net revenue retention:

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  1. The types of accounts and personas you focus on (Positioning)

  2. What you say to, show and ask prospects (Narrative and Messaging built on Positioning)

  3. Aligning full-funnel execution of these to accelerate the customer journey (GTM structure, and depth in 1 and 2)

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B2B startups often struggle shifting gears from the fast-fail-scrappy-heroics needed for PMF to the analytical-aim-first-slow-down-to-speed-up needed for GTMF and scale.  (To be clear, tech companies will always need gear 1.  Adding gear 2 provides acceleration without overheating your engine.)

 

Can Decode Value do this for you?  No.  No one can "do" all of this for you.  But my system of tools and processes, experience and depth of focus might be the catalyst you need to accelerate GTM fit (and keep clutch grinding to a minimum.)

What's good enough?

You have elements of positioning and messaging.  There are DIY templates, e-books, podcasts, videos, LinkedIn posts. There are talented consultants offering things that may sound alike to you.

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Some considerations in evaluating which approach to take:

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  • What problems are you trying to solve in your GTM?

  • What's needed from the process and output to help you solve them? 

  • What would "good enough" look like?

Common symptoms of "not good enough"

  • ​What resonated with your innovative early customers isn’t obvious to the larger market you covet

  • Prospects keep raising the same questions and objections, but answers vary

  • ​Your gurus' talk tracks and agile responses in customer meetings don't transplant to AEs and SEs 

  • Sellers are frequently ghosted after "great" first meetings

  • Marketing and Sales don't share the same definition of "qualified"

  • Marketing is whipsawed by diverse "content" requests 

  • Messaging lacks punch because it is over-generalized to fit all audiences

  • Sales isn't using "the" sales deck

  • CS struggles to deliver on well-intentioned sales promises

  • Product is stretched thin as customers partake from a buffet of use case anti-patterns

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