Share Your Positioning Across the Organization

A positioning strategy is not a document that should be created and then filed away. To be effective, it must be shared, understood, and embraced by the entire organization.

Positioning is the foundation for a wide range of activities across the company, including:

• Branding: The overall look and feel of the company and its products.
• Marketing campaigns: The messaging, targeting, and creative for all marketing activities.
• Sales strategy: The target customer segments, account strategy, and sales playbook.
• Product decisions: The product roadmap and feature prioritization.
• Customer success strategy: The onboarding process and account expansion strategy.

When everyone in the company is aligned on the positioning, it creates a consistent and powerful message to the market. This, in turn, leads to a stronger brand, more effective marketing and sales, and a better customer experience.

Related Concepts:

• A Positioning Document is Better Than a Statement
• Use a Positioning Canvas