The thing about your B2B positioning.
Ever wondered if your positioning and your value proposition is connecting with your potential buyer? Because if you’re struggling to get those ‘knowing nods’ with your prospects then you may well not be talking their language.
Because if you’re not connecting to their needs, can you honestly say the ‘value’ in your value proposition is clearly understood?
Understanding the value behind your proposition
The challenge is with positioning and proposition design is that too often there’s too much emphasis on the sizzly sexy copy.
And yes, we all want to sound interesting and impressive, but does that really connect to your buyer and help them think, “wow they clearly know our problems, we need to talk to them!”.
Why? Well, if your buyer can’t see themselves in your proposition, they can’t see your value. Which means you’ve not managed to get the value in your value proposition. Worse than that, your positioning is a dead end. It’s not connecting to the solutions that can solve your buyers problems, which means your proposition isn't converting.
Because more often than not, your buyers find it hard to understand how you help clearly in a language they understand. Supported by clear solutions they can buy.
That's why businesses that focus on positioning that connects to their sales engine have more predictable pipelines.
What ‘done right’ looks like
Creating positioning that connects means talking your buyers language.
It means focusing on the buyers problems and how that turns into solutions that solve them rather than pushing services. Because you shouldn't be making your prospects think. It should be really easy for them to understand what you solve.
First things first, it's about agreeing and defining your Ideal Customer Profile (ICP). Which, yes, includes the obvious stuff. Industry, role, geography. But to make your positioning connect, you need to go further.
So it means firstly focussing on the market challenges your buyer is facing. Understanding them and using them as a foundation for how you shape your positioning.
Once you have these foundations, you can then anchor your proposition in what we call critical pillars, which are just that. They’re critical to the way a prospect understands your ability to solve, but also every act of sales or marketing can be brought back to them. Be that content, demand generation campaigns and even your product offering.
Where should I start?
Creating a proposition that connects to your ideal customer profiles starts with understanding the market challenges.
Maybe you know this well enough, if not, it’s time to bring in the voice of the customer.
It’s about building your foundations to your positioning and value proposition from the ICP up.
Ensuring your overall purpose line. Which you might call strap line. Connects all the way down to the things your prospects buy.
From your overall positioning, your critical pillars and of course your sales ladder with a comprehensive set of gateway products.
The right positioning comes to life through the nature of how it connects through everything. Not to mention every channel you own and the user flows you want to take your prospects through on your website.
It lives, it breathes and solves.
If your positioning doesn't connect to your sales engine, then why bother.
Our offer
Sales engine assessment
Wondering how well your engine performs? Getting your engine working is often more of a process of optimisation than anything else, and our engine assessment framework tells you where to focus your time and what to improve.
Sales ladder design
Trying to sell the ‘big’ thing doesn't always work. It slows your sales cycle down and impacts overall pipeline momentum. But having a comprehensive gateway strategy and ladder of offers, can speed it up. We call that sales ladder design and it makes your pipeline move.
Proposition Audit
Often you think it's your sales engine that isn't working, when in fact it's even simpler. It’s just that your proposition doesn't resonate properly with your audience or connect to your sales engine. Our proposition audit helps you understand exactly what to focus on to create that connection.
Middle of funnel review
Do you have an opportunity graveyard? More often than not the middle of the funnel is where deals go to die. They get forgotten while the ‘hot’ deals get the attention. With our review process you can uncover what's gone stale and create action to get momentum back.
Results
Case Study:
Culture Club
Creating a value proposition that connects with its buyers and the sales engine.
Case Study:
Graphite
Accelerating Graphite's top of funnel pipeline growth through sales engine design.
Case Study:
Culture Club
Taking control of the top of funnel by creating a scalable, predictable and sustainable sales engine that actually delivers.
Case Study:
383
Replacing HubSpot with a more progressive CRM solution that moved the 383 business forward at speed.
Case Study:
New Icon
Creating confidence, market reach and pipeline predictability through a comprehensive sales programme.
Don’t just take our word for it
Something useful...
Our solutions
Demand that scales
Lead generation is like looking for a needle in a haystack. It’s set up to fail.
Demand works differently. You give value first, use AI and agentic workflows to reach the right accounts at scale, and build pipeline that compounds.
Create demand, share value, compound your pipeline results.
Moments that matter
No one buys from people they don’t trust. If you’re not building those foundations with your prospects, you’re holding your go-to-market back.
It needs moments that bring you and your prospects together. That’s the human connection no system can automate.
Make that human connection your next sales priority.
Nurturing that converts
The middle of the funnel is where deals go to die, unless you’re nurturing them consistently.
AI-enabled routines and agentic workflows make sure no follow-up gets missed and every deal gets its next useful touch, however big your pipeline gets.
Never miss a deal that was already in reach.
Systems that sell
Sales fails through a lack of systemisation, clarity and ownership.
Your engine needs to be clearly defined and built around your team. GTM engineering puts AI-enabled workflows and agents to work, keeping deals moving without adding complexity.
Systemisation is the foundation of your GTM engine. AI is how it scales.