Your Positioning Scorecard

For each statement, choose Yes, Partly or No. Answer for the company as it is today.

Ask five people in your company what you do and who it’s for, and you’d get close to the same answer from each.

Your last 20 won deals match the buyer named on your homepage.

A stranger could read your homepage headline and know within ten seconds what you do and who it’s for.

Buyers shop for you in a specific category, and you’re happy with the category you’re in.

Your main headline claim couldn’t be copied word for word onto three competitors’ websites.

You can name the top reason you win deals, and you’ve heard it from customers in the last six months.

You can name the top reason you lose deals, and your messaging answers it.

Your positioning has been reviewed since your last big change (funding, acquisition, new product, move upmarket).

Your website, sales deck and LinkedIn page describe the company the same way.

Each major claim has proof beside it: a named customer, a number or analyst recognition.