Why it matters in B2B GTM
April Dunford's framing is the cleanest in the industry: positioning has five components — competitive alternatives, unique attributes, the value those attributes enable, who values that most, and the market category that frames everything.
Weak positioning is the silent killer of B2B startups. The product can be excellent, but if the buyer can't immediately slot it into a category they understand and a problem they're trying to solve, they'll move on.
Positioning is not a tagline. A tagline is a downstream artifact. Positioning is the strategic choice that determines what your tagline, your demo, your pricing page, and your outbound all say.
How ICPGTM uses it
Every GTM plan ICPGTM generates leads with positioning — competitive frame, target segment, unique attributes, and the value they enable — so every downstream messaging pillar and channel rolls up to a coherent story.
Related terms
- Messaging Pillars
Messaging pillars are the three to five core themes that every piece of marketing, sales, and product copy ladders up to — the consistent claims, proof points, and language your team uses everywhere a customer encounters you.
- Value Proposition
A value proposition is the specific, measurable benefit a customer gets from your product — the answer to "what do I get, how much, and how is it better than what I'm doing today?"
- Wedge Strategy
A wedge strategy is the deliberate choice to enter a market by serving one narrow, underserved segment exceptionally well — using that beachhead to earn trust, generate referrals, and expand into adjacent segments.
- Go-to-Market Plan(GTM Plan)
A go-to-market (GTM) plan is the playbook for how a company will reach, win, and retain customers — covering target segments, positioning, channels, pricing, messaging, sales motion, and the milestones for the first 30, 60, and 90 days.
- Product-Market Fit
Product-market fit is the state where a product satisfies a strong market demand — customers buy without heroic selling, retain without heroic support, and refer others unprompted.
Apply this to your own product
Generate three ranked ICPs, a buyer committee, outreach drafts, and a 30/60/90 GTM plan in about 90 seconds — your first playbook is free.