Win Positioning Grids with Evidence Cuts

Who This Helps

Growth marketers who need to move channel metrics without guesswork. You have data but stakeholders keep asking for proof. You want to turn analysis into approved execution.

The Market Intelligence & Positioning course is built for you. It helps you isolate one market shift that changes your positioning. Then you build a grid that makes tradeoffs obvious.

Mini Case

Zaid runs growth at a B2B SaaS company. His team saw a 12% drop in trial-to-paid conversion. Stakeholders blamed pricing. Zaid used the Positioning Grid mission to compare his offer against three competitors. He found the real issue: his messaging missed a key ICP wedge. After adjusting the positioning statement, conversion climbed back 8% in 7 days. No guesswork. Just a clear grid and a decision.

Do This Now (5 Steps)

1. Run a Signal Landscape Scan to spot one market shift that matters. Focus on changes that affect your ICP.
2. Do a Competitor Claim Audit. Separate evidence-backed claims from narrative noise. List three claims per competitor.
3. Pick one ICP wedge. Use your scan and audit to justify it with real numbers. Example: "Our wedge is price-sensitive SMBs who churn from competitor X."
4. Build a Positioning Grid. Compare your offer against competitors on three criteria: feature coverage, price, and support speed. Score each cell 1-3.
5. Write a Positioning Statement Card. One sentence that sums up your wedge, your proof, and your value. Share it with stakeholders before the next meeting.

Avoid These Traps

• Don't chase every competitor claim. Focus on the ones that affect your wedge.
• Don't build a grid with too many criteria. Three is enough. More than five creates confusion.
• Don't skip the evidence cut. If a claim has no data, mark it as noise.
• Don't present the grid without a recommendation. Stakeholders want a decision, not a menu.
• Don't use vague words like "better" or "faster." Use numbers: 2x faster, 30% cheaper.
• Don't forget to update your grid quarterly. Markets shift fast.
• Don't assume your ICP wedge is permanent. Test it with a small campaign first.
• Don't present the grid alone. Pair it with the Positioning Statement Card for clarity.

Your Win by Friday

By Friday, you'll have a one-page positioning artifact. It includes your ICP wedge, your competitor grid, and your positioning statement. You'll walk into the stakeholder meeting with a clear story. They'll see the tradeoffs. They'll approve your next move. No guesswork. Just a grid and a decision.

And hey, you might even get a high-five from your VP. That's a win.