Teams describe the offer differently
Product, marketing, sales and customer teams each use their own version of the story, and the market picks up the inconsistency.
ICP, Positioning, Messaging & GTM
Position and launch your next product, offer or market move.
For B2B SaaS & AI companies preparing for a meaningful launch, repositioning, new ICP, new vertical or pricing change — and needing a clearer commercial story before they go to market.
When the story is not clear enough
The problem is rarely just the messaging.
When positioning is weak, the symptoms show up everywhere: the website, sales conversations, pricing, launch plans and product decisions. Teams often respond by rewriting copy when the real issue is that the market, customer and commercial argument are not yet clear enough.
The ICP is too broad
Effort is spread across audiences that look plausible on paper but do not convert consistently or expand once they land.
Feature language is replacing customer value
The website and sales conversations describe what the product does, but not clearly enough why it matters or who it is for.
A launch has activity but no strong strategic argument
There is a plan, assets and a date, but the underlying reason a customer should care has not been sharpened.
Pricing and packaging are disconnected from positioning
The commercial model reflects earlier decisions and no longer reinforces where the product is trying to compete.
You are entering a new vertical or market
The offer needs to be reframed for a different buyer, context and set of alternatives before the go-to-market work begins.
What I can take ownership of
Turn customer evidence into a clearer commercial story.
The work connects market understanding, positioning and launch decisions rather than treating them as separate exercises.
01
Market & customer research
Understand customer needs, alternatives, buying context and the evidence behind the opportunity.
This can include interviews, qualitative research, competitor and alternative analysis and synthesis of existing customer signals.
02
ICP & segmentation
Define who the offer is really for, where the strongest opportunities sit and which segments should not be prioritised.
This can include ICP definition, segmentation, prioritisation criteria and clearer targeting for product, marketing and sales.
03
Positioning & value proposition
Clarify why the product matters, how it differs and what customers should understand immediately.
This can include category framing, positioning statements, value proposition and the strategic argument the business will lead with.
04
Messaging hierarchy
Translate positioning into a coherent narrative across website, product, sales and customer communications.
This can include messaging hierarchy, product narrative, audience-specific messaging and the language teams use day to day.
05
Pricing & packaging
Make sure the commercial model reinforces the value proposition and the market you are trying to win.
This can include pricing review, packaging structure, plan design and aligning commercial choices with positioning decisions.
06
GTM & launch planning
Create a focused plan for taking the offer to market, including audience, channels, enablement and measures of success.
This can include launch strategy, channel priorities, sales and customer enablement, launch metrics and post-launch follow-through.
How I work
Start with the market. Then sharpen the story.
I do not start with taglines. The work begins with customer evidence, market context, competitors and alternatives, then moves into positioning, messaging, pricing and launch decisions.
The goal is not simply better copy. It is a stronger commercial argument that product, marketing, sales and customer teams can all use consistently.
Typical work combines:
- Customer and market research
- ICP definition and segmentation
- Competitor and alternative analysis
- Positioning and value proposition
- Messaging hierarchy and product narrative
- Pricing and packaging
- GTM and launch planning
- Website and landing-page direction
- Sales and customer-success enablement
Selected outcomes
Positioning and launch work tied to commercial results.
PokerStars
Global ambassador & launch marketing
Led global ambassador and launch marketing across 35 markets, spanning games, mobile apps, live events and new-market activity.
- 35 markets
- Games, mobile and live events
Vitay
$850k → $1.1m ARR
Worked across product leadership, pricing, enterprise readiness and commercial positioning.
- Pricing and packaging
- Enterprise readiness
CampaignPath
Founder and Product Lead
Building and positioning an AI SaaS product from product strategy through pricing, GTM and customer discovery.
- Positioning and GTM
- Pricing and customer discovery
Engagement options
Choose the level of support the problem needs.
Positioning Foundation
From £2,400 / €2,800 per project
Approximately 6 consulting days.
Best for a company that needs clearer ICP, positioning, value proposition and messaging before a wider launch or GTM push.
Typical timeframe
Typical timeframe: 3–4 weeks.
Positioning & GTM Sprint
From £4,000 / €4,600 per project
Approximately 10 consulting days.
Best for a larger commercial move that also needs pricing, packaging, launch planning, landing-page direction and enablement.
Typical timeframe
Typical timeframe: 5–6 weeks.
Project engagements are scoped to a defined outcome. Additional days or follow-on work are scoped separately.
See all pricingIs this the right fit?
Best for teams that need a stronger commercial story, not more campaign output.
A strong fit when
- You have a working product and real customer evidence
- You are launching a meaningful product, offer or market move
- The ICP or value proposition is unclear
- Teams tell different versions of the story
- Pricing and positioning need to work together
- You need strategic ownership, not just copywriting
Probably not the right fit when
- You mainly need campaign execution
- You want high-volume content production
- You need paid-media management
- You are at idea stage without meaningful market evidence
- You only want a new tagline or homepage copy
Frequently asked questions
Common questions about positioning, messaging and GTM.
- What is the difference between positioning and messaging?
- Positioning defines the place your product should occupy in the market and why the right customer should choose it. Messaging turns that positioning into the language different audiences actually see and hear.
- When should a SaaS company revisit its positioning?
- Common triggers include a new ICP, new vertical, major product change, pricing shift, competitive pressure, weak conversion or a team that can no longer explain the offer consistently.
- Do you also write the messaging?
- Yes. The work can include messaging hierarchy, product narrative, website direction, launch messaging and enablement. The messaging is built from the positioning rather than treated as a standalone copy exercise.
- Can this include pricing and packaging?
- Yes. Pricing and packaging often affect how a product is positioned and perceived, so they can be included where relevant to the commercial problem.
- Do you help with launch planning?
- Yes. The larger Positioning & GTM engagement can include launch strategy, channels, enablement, landing-page direction and launch metrics.
Planning a launch, repositioning or new market move?
If the product is strong but the commercial story is not yet clear enough, we can sharpen the market, positioning and go-to-market decisions before you scale the activity.