STEP 01 · Know your customer
Positioning against the real alternatives
Your buyer is not choosing between you and your nearest competitor. Usually they are choosing whether to do anything at all.
Where this sits on the journey
See the full journeySTEP 01
Know your customer
3 products
STEP 02
Prepare the sales team
3 products
STEP 03
Open doors and build connection
3 products
STEP 04
Evaluate
2 products
What this is
We find out what your buyer is genuinely weighing you against, including doing nothing, and position you where the comparison is actually made.
Competitive positioning usually gets built against a feature grid: us versus them, column by column. But buyers rarely run that comparison. They weigh you against the internal build, the incumbent nobody wants to rip out, the budget going somewhere else this year, and the option of waiting. We establish which of those you are really up against in each deal, then write positioning that answers the comparison the buyer is making rather than the one your product team wishes they were.
The buyer is not comparing your feature grid. They are deciding who to run with.
What you get.
01
The real alternative set
What each persona is actually considering instead of you: named, ranked and evidenced.
02
A positioning statement per segment
Where you win, where you do not, and the ground you should stop fighting on.
03
Proof points that hold up
The evidence each alternative needs to be answered with, mapped to who raises it.
How it runs
What changes
The conversation stops being a feature comparison and starts being about whether the buyer can afford to keep doing what they are doing.
In practice: A $49M win in life sciences AILet's talk about the deal you are trying to win.
Bring us one live deal and we will look at it together. No pitch, no obligation.
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