Positioning is a Team Sport

Effective positioning is not a solo activity or the sole responsibility of the marketing department. It is a collaborative effort that requires a cross-functional team with representatives from various parts of the organization.

A well-rounded positioning team should include members from:

• Marketing: To provide insights into messaging, audience targeting, and campaign development.
• Sales: To share their understanding of customer needs, objections, and the competitive landscape.
• Customer Success: To offer their perspective on customer onboarding, usage patterns, and what makes customers successful.
• Product Development: To contribute their deep knowledge of the product's capabilities and limitations.

Each of these groups interacts with customers at different points in their journey and holds a unique and valuable perspective. By bringing these different viewpoints together, you can create a more holistic and accurate understanding of your product's position in the market.

Related Concepts:

• Leadership Must Drive Positioning
• Get Buy-in from All Stakeholders
• Consider an External Facilitator