🔆 Uncovering positioning problems

The past month I’ve dug into the question: How do you know you have a positioning problem for your SaaS product?

Today, I’m sharing my final essay on the topic.

In essence: If everything in your SaaS business goes smoothly, there’s no need to mess around with your Positioning. However, if not, Positioning is a very powerful measure for fixing problems at their core. 

 

Remember: Poor Positioning is not a marketing problem; it is a business strategy problem. 

It’s often way easier to treat symptoms instead of root problems.  

And it requires a strong leader to acknowledge this. I often see that egos are too big to question the foundation of the business. It’s way easier to blame external factors than to look inside.

The fact is that each day you pass without addressing a positioning issue accumulates debt and diminishes the perceived value of your SaaS business.

Getting over this mental hurdle, though, can be eye-opening. 

The changes needed are often way easier to make and prevent a lot of unnecessary and ongoing pain, frustration, and stress.

Here’s a summary of the six problem domains where tuning your Positioning can help to prevent losing a lot of money and stress:

  1. Sales problems. It is possibly the easiest area to spot positioning problems. Look at the patterns. Where do you start to feel friction that wasn’t there before?
  2. Marketing problems. Positioning is not about attracting many leads. It’s about attracting leads with the right quality, intent, and persona match.
  3. Product problems. Symptoms of weak Positioning are unfocused product strategy, scattered resources, decreasing product stickiness, growing churn, etcetera.
  4. Capped Growth. Problems manifest in two ways: Growth slows down, or you grow but feel like you’re hitting a growth ceiling. The solution: clarify what’s changed around you.
  5. Profitability drain. The common problem is the fear of missing out on opportunity and hence not being specific enough. The result is higher than necessary cost, lower than necessary leverage, and lower than necessary growth.
  6. Scaling challenges. You might still be growing, but that doesn’t mean you’re scaling. 

Clarity and simplicity in your Positioning have a positive trickle-down effect across all these areas. And the by-products are plentiful.

  • It helps with aligning teams across your organization, 
  • It makes developing the best product way easier.
  • It makes everything flow more smoothly. 
  • It sparks energy and grows confidence.  
  • It makes hiring the right people easier.
  • And so on.

All that is noticed – by your target customers, investors, employees and competitors. 

 Click here to read my essay on how to uncover positioning problems in your SaaS business.

 


Question for you to reflect upon:

Where in your SaaS business are you accumulating debt and unnecessarily diminishing value due to poor Positioning? What would happen if you’d address that?


 

Here’s an essay to get you going: https://valueinspiration.com/positioning 

Be Remarkable.

 

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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.