In this highly-interactive workshop, Scale GTM advisor Pete Giordano, ex-Global Director of GTM Strategy at Google Workspace, helps you define and enhance one of the foundational elements of your GTM strategy: how you position your product.
Pete guides you through a series of interactive exercises to help you articulate answers to each of the following questions, providing concrete historical examples and best practices along the way:
1. How would customers manage their needs if your product didn’t exist?
2. What sets your product apart from other solutions in the market?
3. Why are your product’s unique features valuable to customers?
4. Which customer segment(s) will find those features most compelling?
5. What market category does your product belong to?
6. Why is your product relevant or critical at this moment?
By the end of the session, you will use these answers to create a complete, two-page positioning canvas that you can use to align efforts across marketing, sales, and customer success.