AMA free for Get unlimited access, starting at $12.42 / month - Get Access
AMA: Vanta VP of Product and Corporate Marketing, Sarah Scharf on Competitive Positioning
May 14 @ 9:00AM PST
View AMA Answers
Vanta VP of Product and Corporate Marketing, Sarah Scharf on Competitive Positioning
Top Questions
How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
Sarah Scharf
Vanta VP of Product and Corporate Marketing • May 15
Congratulations on getting tapped to write a positioning doc! Before diving in, I'd do your research: -Do you already have company-wide or product-wide positioning? If so, do you have hypotheses on how this segment will differ? -Do you have customers in this segment already? If so, put toget......Read More
295 Views
3 requests
Sarah Scharf
Vanta VP of Product and Corporate Marketing • May 15
Short answer: however works! Longer answer: Work with your Sales Enablement team (if you have one) and Sales leadership to come up with a plan. There are a few nuances that I think make roll outs more effective: 1. Interactive group exercises: Positioning isn't meant to be read off a scr......Read More
293 Views
3 requests
Sarah Scharf
Vanta VP of Product and Corporate Marketing • May 15
Waves / MQs etc are a long pull, and if you are early on in your AR journey they should be far from your mind. Approach initial inquiries and conversations with analysts from a place of curiosity and humility - What are they interested in? How does your company relate? What adjacencies do they se......Read More
277 Views
3 requests
Sarah Scharf
Vanta VP of Product and Corporate Marketing • May 15
A common mistake I see is immediately going from "positioning" to "features." What your product does is far less important than what it helps your customers do, and chances are not every button and knob make your customer feels like they have superpowers! Instead, I try to use the Google product ......Read More
280 Views
3 requests
Upcoming AMA's
Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research
October 8 @ 10:00AM PST
Register
Cisco Product Marketing Leader, Elizabeth Grossenbacher on Competitive Positioning
September 17 @ 10:00AM PST
Register
Show All