THE PROBLEM
Gartner found that 64% of B2B customers cannot tell one brand’s digital experience from another. And with 87% of marketers now using AI to create content, your market is flooded with look-alike copy. When everything sounds the same, buyers default to the lowest price or the most familiar name.
Most founders and marketing leaders recognize the symptoms:
- Everyone on your team pitches the product in different ways.
- Buyers like the demo but cannot articulate why you are different, so deals stall or go to price.
- Your website, deck, and outbound each tell a slightly different story, and none of it sounds like how your buyers talk.
Your product is good. The story is not landing. You do not need more messaging. You need one story, built on what your buyers actually say, that everyone tells the same way.
WHAT IT IS
A focused, 3 to 4 week engagement that gets your positioning out of everyone’s heads and into one document the whole company sells from. It is built on six to eight win/loss and customer interviews, so the message comes from your buyers’ own words, not a whiteboard brainstorm. It is led personally by Jason Mundy, a CMO with 30 years in B2B technology marketing.
What you get
- A sharper ICP and anti-ICP: who to chase, and who to stop wasting time on
- Personas from real interviews: your buyers in their own words, not assumptions
- Positioning and messaging hierarchy: one clear positioning statement with value props, proof points, and differentiators
- The Positioning & Messaging Playbook: the one document your sales, marketing, and leadership teams all work from
HOW IT WORKS
- Kickoff & discovery (Week 1): a working session on your current positioning, materials, and market, plus an interview target list
- Buyer interviews (Weeks 1 and 2): six to eight win/loss and customer interviews that capture the exact language buyers use to describe your value
- Half-day positioning workshop (Week 3): your leadership team makes the positioning decisions together, grounded in the interview evidence
- Playbook synthesis (Weeks 3 and 4): the decisions become your Positioning & Messaging Playbook
- Rollout readout (Week 4): a working session to deliver the Playbook with your team and sequence the rollout across your website, sales materials, and outbound
Cost
$9,500, fixed fee. No open-ended retainer, no surprises. The Sprint flows naturally into fractional CMO support if you want help executing.
GET IN TOUCH TO LEARN MORE
Frequently Asked Questions
Founders, CEOs, and marketing leaders of B2B SaaS and technology companies, and owners of professional services firms, whose product is solid but whose story is not landing. If your team pitches the product differently depending on who is talking, this is for you.
Agencies typically start with a creative brief and a brainstorm. The Sprint starts with six to eight recorded conversations with your actual buyers, including deals you lost. Every claim in your Playbook traces back to something a real buyer said or verifiable proof. And your leadership team makes the positioning decisions in the workshop, so the message sticks instead of sitting in a deck
Less than you would think. A kickoff session, introductions to interview candidates, a half-day workshop with your leadership team, and a readout session. The interviews and synthesis are handled for you.
Most companies have positioning language somewhere. The problem is that nobody uses it, because it was written from the inside out. The Sprint replaces shelf-ware with a single evidence-based Playbook, and the workshop builds the alignment that makes people actually use it.
A sharper ICP and anti-ICP, personas built from real interviews, a positioning statement with a full messaging hierarchy, and the Positioning & Messaging Playbook: one document your whole team works from, with guidance for your website, sales deck, cold email, and LinkedIn.
The rollout readout includes a 30-60-90 plan for putting the new message to work. Many clients engage ONPOINT Business Advisors for fractional CMO support to execute it.
ABOUT JASON MUNDY
Jason is a transformative leader, business coach and fractional CMO with three decades of B2B marketing leadership in technology that spans software, hardware, professional IT services, and SaaS. He has held executive roles in high growth start-ups as well as Fortune 100 technology companies including EMC and Dell Technologies. As a full-time and fractional CMO, operating advisor and certified FocalPoint Business and Leadership Coach, Jason has demonstrated exceptional capability in driving substantial growth, transformative change management and strategic initiatives. Jason holds an MBA with a concentration in General Management and Marketing from Boston University Questrom School of Business and a BS in Industrial Manufacturing Engineering from the University of Rhode Island.