Learn How to Position Your B2B Software Product—A Practical Guide for Marketers
FletchPMM
Co-Founders @ FletchPMM
This course is popular
8 people enrolled last week.
Positioning is crucially important, and almost nobody knows how to do it right.
Marketing leaders have an extremely difficult task:
They need to balance their founder's vision with the reality of B2B software markets, while finding a position that differentiates them from competitors and is actually executable.
And yet, the positioning frameworks and approaches leave too much wiggle room, too much space for argumentation, and not enough clarity for the company to rally behind.
We know this challenge inside and out having helped position over 600 B2B software companies.
In this course, we’ll teach you our methodology that has unstuck even the most gridlocked of executive teams.
You'll learn to apply our exact approach to your company's own product(s), and then give you the tools to facilitate internal positioning discussion with your leadership team.
What you’ll learn
Learn to create different positioning strategies for your product(s) and get your executive team to rally behind them.
Identify the categories your product could compete in and understand what customers expect from each.
Map the jobs customers are trying to accomplish and the alternatives they use today.
Recognize when to position in an established category, and when to explore a new one.
Learn how to create positioning strategies that executives will understand
Assess how each option changes your buyer, competition, messaging, and GTM
Identify the strengths, weaknesses, risks, and opportunities of each bet, so your leadership team can make the right choice for the business
Define your target audience and frame the problem you solve
Write a one-line pitch that explains what you do without confusion
Develop supporting arguments that reinforce your positioning and help make your differentiation believable to customers
Learn directly from FletchPMM
FletchPMM
B2B software positioning consultancy
Who this course is for
VPs of Marketing
PMMs
Fractional Marketing Leaders
What's included
Live sessions
Learn directly from FletchPMM in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
Live sessions
13 hrs
Five 2.5 hour live workshops combining instruction, hands-on work, feedback, and Q&A, plus access to a dedicated Slack channel to ask additional questions and help getting unstuck.
Week 1
Nov
9
Workshop 1: All About Categories
Nov
10
Workshop 2: All about Jobs-to-be-Done
Nov
11
Workshop 3: Creating Positioning Strategies
Nov
12
Workshop 4: Evaluating Positioning Bets (Against Reality)
Nov
13
Workshop 5: Build Your Positioning Deck
Frequently asked questions
Maven for Teams
Reimbursement
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Everything L&D needs: email template, receipts, and certificate of completion.
Get reimbursedTeam discount
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A dedicated cohort with a custom schedule and curriculum, tailored to your team.
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USD
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