How to Align Product and Marketing Teams Through Positioning

Marketing Strategy — Wed., Sep. 18, 2024

Having a strong positioning strategy can align product and marketing teams, creating a clear and unified vision. Misalignment can result in wasted resources, missed opportunities, and frustration.

April Dunford's positioning framework, outlined in her book Obviously Awesome, provides specific elements to align teams. These include competitive alternatives, key differentiators, segmentation, value articulation, market category, and relevant trends.

To implement a strong positioning process, create a document accessible to all teams, hold collaborative workshops, regularly review and update the document, use it as a guiding tool, and train all internal teams. This results in a unified vision, clear roles, consistent messaging, and focused development and marketing.

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