How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
11 Answers
I like to keep these simple, and just use a single value proposition slide. Especially when it’s for an executive team. Here are the basic things to include: Who is our ...
2689 Views
Ironclad VP of Product Marketing • 4y
Here's what I like to put into a positioning doc: 1. What market are we in ? How big is this market (TAM)? What's our serviceable obtainable market (SOM) ? 2. What does ...
3303 Views
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Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
There are a number of templates available online. My first recommendation is to confirm your CMO's expecation - it's rare for a CMO to *not* have a favorite format for th...
1862 Views
Vanta VP of Product and Corporate Marketing • 2y
Congratulations on getting tapped to write a positioning doc!Before diving in, I'd do your research:-Do you already have company-wide or product-wide positioning? If so, ...
3480 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
There are ton's of different templates available, a quick Google search will turn up dozens of positioning templates. This is a pretty good one I've used as a foundation ...
1360 Views
Adobe Sr Director of Product Marketing, Creative Cloud • 2y
Positioning is an internal artifact. Messaging is externally facing and brings this positioning to life in various contexts. I have usually found it very helpful to have...
5133 Views
McKinsey & Company Engagement Manager • 6y
Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: h...
1948 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
The core of the positioning document is the Positioning Statement. I've always been fairly prescriptive with how the Positioning Statement should come together. Here's th...
699 Views
HiredScore Head of Product Marketing • 3y
Positioning is the foundational element of all product marketing work, which makes the positioning document pretty critical to the success of a launch/campaign/etc. Here ...
531 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Apr 30
Katharine Gregorio's point about positioning being an internal artifact is the most important thing to internalize before you write a single word. The document isn't for ...
157 Views
Amazon Product Marketing at Fire TV (Smart TVs) • 4y
I always start with defining the customer and then working backwards. 1. Define the customer: Based on the market data, I come up with a few personnas. Personnas makes i...
5759 Views