You get compared on price
Buyers can’t see the difference, so they compare the one number they can.
Positioning consulting
Buyers don’t see why to choose you? Make it obvious.
Positioning consulting for B2B companies.
I’m Jose M Bermejo, a positioning consultant for B2B technology and services companies. I help your leadership team decide the market you compete in, the buyers who value you most and why you win against the alternatives. Then we turn it into the words your website and your sales team use.
- 50+ B2B tech companies
- 100+ workshops run
- Priced per project
Book a 25-minute exploratory chat Signs you need it
Pick a time. If positioning isn’t the problem, I’ll tell you on the call.
Signs you need a positioning consultantIt shows up in sales first.
Weak positioning rarely looks like a positioning problem. It looks like one of these four.
Prospects don’t get it in seconds
They read your homepage, nod, and still ask what you do.
Every salesperson pitches differently
Ask three reps why a buyer should choose you, and you get three answers.
You win deals you can’t explain
Some deals close fast and nobody knows why. Your best market may be hiding there.
If buyers get it in seconds and deals still stall later, the problem is how you sell, not what you stand for. I’ll tell you so.
What is B2B positioning consulting?Five answers, decided with you
Positioning is how buyers place you: what you are, who you’re for and why you’re the better choice. Positioning consulting helps your leadership team answer five questions, based on what your buyers tell us.
Your positioning
- 1The market you compete in
The category buyers put you in. It tells them what to compare you with, and which rules to judge you by.
- 2The buyers who value you most
Not everyone who could buy. The buyers who get the most from you and say yes soonest.
- 3The alternatives they compare you with
Competitors, a spreadsheet, an in-house team or doing nothing: what buyers would do if you didn’t exist.
- 4What makes you different
Not a list of features. The few things you have or do that the alternatives don’t, and that your best buyers care about.
- 5The value that proves it
What that difference means for the buyer, in their words, with proof they can check.
Built on research with your buyers.Decided by your leadership team.
Positioning comes before messaging. Once your team agrees on these five answers, the words get much easier to write.
What a positioning consultant deliversOne message your whole team uses.
Messaging and positioning, in writing. Your leadership team, your sales team, your website and your agency all build from the same page.
What you get
- A positioning statement: the five answers in a few sentences your team agrees on.
- A messaging framework: your main message, the points that back it and the proof for each.
- The lines your website uses: the headline and the first words a buyer reads.
- The lines your sales team uses: how every rep explains why you, the same way.
What it is not
- A new logo, name or look. That’s a branding agency’s job, and it works better once your positioning is set.
- Ads, content or campaigns. An agency runs those once you know what to say.
- An investor pitch. This is about selling to customers.
- A fix for deals that stall after a good first call. That’s sales coaching.
What clients say about the positioning work
Jose’s go-to-market strategy workshop has been instrumental in clarifying our product positioning strategy and launch plan! Their methods and deep understanding of technology markets are unmatched to commercialize high-tech innovations. They’re the go-to team if you need help launching a new tech-based product or Innovation!
Lya RebeloGo-to-Market Strategy at CitelineWho you’ll work with
Jose M Bermejo
Positioning consultant for B2B companies
- Go-to-market and positioning work with 50+ B2B tech companies worldwide, and 100+ workshops run.
- 15+ years selling B2B tech, first as a chief revenue officer who grew revenue 120%.
- $10M+ in deals I closed myself, from $5K to $1M each.
- Turned Microsoft partnerships into a sales channel.
- Executive MBA, IESE Business School.
I’m a positioning expert who has also sold. Every line we write has to hold up in a real sales call. I work on every project myself.
Some of the 50+ B2B tech companies I’ve run go-to-market and positioning work with
Client results
Acquired
Squadcast was acquired by SolarWinds.
- What we did
- A positioning strategy workshop with me, before the acquisition.
Acquired
DentalBee was acquired by Overjet.
- What we did
- A positioning strategy workshop with me, before the acquisition.
New ICP
From generalist to luxury real estate.
- What we changed
- A new ideal customer, a new promise, and a website that sells a service, not a product.
- What happened
- Sales took off.
30
30 demos in the first month.
- What we changed
- Same tech, new problem. It moved from “reduce waste” to “fix your Google reviews”, a hair on fire pain for chain restaurants.
- What happened
- 30 demos in the first month, then 25% growth a year.
Karan Singh CEO, Revvue, software for restaurant chains
How it works and how it’s priced
- STEP 125 minutesFree
Exploratory chat
Pick a time that works for you. Tell me what you sell, who buys it, and where buyers get confused.
You leave knowing if positioning is the problem, and what I’d look at first.
- STEP 2A few weeks with researchYour leadership team and mePriced per project
Positioning project
First, research with your buyers: interviews with buyers who chose you and buyers who didn’t, and a look at the alternatives they compared. Then a positioning workshop where your leadership team makes the calls. Then we turn the decisions into the messaging. It’s priced per project, set after the exploratory chat, based on scope.
What you get: a positioning statement, a messaging framework, and the lines your website and sales team use. How product positioning works
Positioning consulting: questions
What does a positioning consultant do?
A positioning consultant helps a company decide how buyers should see it: the market it competes in, the buyers who value it most, the alternatives they compare it with, what makes it different and the value that proves it. The work starts with research with buyers and a competitive analysis, then a positioning workshop with the leadership team, then the positioning statement and messaging framework the team uses.
When do you need a positioning consultant?
When buyers don’t see why to choose you. The usual signs: you get compared on price, prospects don’t get what you do in seconds, every salesperson pitches differently, and you win deals nobody can explain. It also helps before a launch or a move into a new market. If buyers get it fast and deals stall later, the problem is how you sell, not your positioning.
What is the difference between positioning and branding?
Positioning decides what you stand for: the market you compete in, who you’re for and why you’re the better choice. Branding expresses it: your name, logo, look and tone of voice. Positioning comes first, because a brand can only express a choice that has already been made. A brand positioning consultant or agency may offer both. I do the positioning, and your agency can build the brand on it.
Is messaging the same as positioning?
No. Positioning is the strategy: the market you compete in, the buyers who value you most and why you win against the alternatives. Messaging is how you say it: the headline on your website, the way your sales team opens a call, the proof on a slide. Messaging without positioning keeps changing with every new idea. Messaging built on positioning holds, because your team agrees on why buyers choose you.
How long does a positioning project take?
The core of it is a positioning workshop with your leadership team. Research with your buyers comes before it, and the messaging comes after it, so with research the whole project usually takes a few weeks. More products or more types of buyer take longer. On the exploratory chat, I’ll tell you how much research your case needs before we start.
How much does a positioning consultant cost?
Positioning consultants usually charge per project, and so do I. The price depends on the scope: how many products, markets and types of buyer we cover, and how much research with buyers you need. I set it after the exploratory chat, once I know what the work involves. That first call takes 25 minutes and is free, and you leave knowing what I’d look at first.
Book a 25‑minute exploratory chat.
Pick a time that works for you. If positioning isn’t the problem, I’ll tell you on the call.
Not quite what you need?
Want the full go-to-market picture? Positioning is one part of it. See go-to-market consulting.
- Product marketing consultingPositioning, messaging and launch for a product.
- Go-to-market consultingWho to sell to, what to offer and what to say.
- Go-to-market workshopYour team builds the plan in 90 minutes to 4 days.
Guides: Product positioning for B2B tech The positioning book All guides