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JOSE M BERMEJOSTRATEGIC GROWTH PARTNER FOR B2B OWNERS, CEOS & FOUNDERS
Free positioning template

One sentence. Every team on strategy.

Positioning statement template for B2B: free PDF, with a real example.

My free positioning statement template for B2B founders, CEOs and business owners. Fill in five lines, from the buyers you target to three differentiators you can prove. It comes with Kit’s real filled-in statement, the positioning platform behind it and a 20-check test, from my book on positioning strategy.

  • 14-page PDF
  • 8 worksheets
  • A real filled-in example
  • 6 real cases
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Free. 14 pages. Email and mobile number to download.

Cover of the Positioning Statement Template by Jose M Bermejo

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The positioning statement templateYour position in one sentence.

The positioning statement sums up your positioning platform in one sentence. It focuses every team on one goal, keeps your marketing on strategy, and helps your sales team set the agenda on something other than price. Here is my adaptation of the classic format.

  1. Target audience

    FOR [audience titles] IN [industry and size]

  2. Category

    [Product name] IS A [market category or type of product]

  3. What it does

    THAT WILL [the job to be done: what your product helps them accomplish, or the pains it removes]

  4. Benefits or outcomes

    SO THEY CAN [the outcomes and benefits your product helps improve]

  5. Differentiators

    THAT’S BECAUSE [your top three differential value attributes for buyers, each supported by proof]

Decide the segment, the category and the differentiators first. A blank line sends you back to the page of the template that fills it.

Get the template with its worksheets (PDF)

Positioning statement example: KitA real statement, filled in.

Kit, called ConvertKit until 2024, didn’t fight Mailchimp for the whole market. It found an underserved segment, creators, and built everything for it. Here is its positioning statement, with figures from when it was still called ConvertKit.

Kit’s positioning statement, line by line
LineKit’s positioning statement
ForFOR creators, freelancers and solopreneurs
Is aKit IS A marketing platform,
That willTHAT WILL grow their audience and foster their community
So they canSO THEY CAN earn a living online while reducing time spent on growing and managing their community
BecauseTHAT’S BECAUSE 1. it has specific features for creators to connect with fans and directly monetize their work (core product attributes); 2. it offers the most extensive library of educative content on how to grow and monetize an audience (intangible attributes); 3. it’s the preferred marketing platform for +430,000 creators, reaching +250 million fans (proof of market leadership).

The formula behind it: segmentation + differentiation = market leadership. Same company: about 0.1% of email marketing platforms, about 60% of marketing platforms for creators (rough estimates, from my book).

What’s inside the positioning statement templateThe decisions behind each line.

Most templates jump straight to the sentence. This one walks you through the decisions behind each line first, then the statement, then a real example and your positioning on one page.

Positioning Statement Template

14 pages, by Jose M Bermejo

  1. 01Is your positioning costing you deals?

    The 20-check test. Each tick points to the page that fixes it.

    Page 2
  2. 02What a positioning statement does, and the E4C Model

    The five blocks behind every strong position: ecosystem, category, customer, company and competition.

    Pages 3 to 4
  3. 03The category, the target and the differentiators

    Map your gaps, choose the segment you’ll win first, and fill in a value profile to find your white space.

    Pages 5 to 7
  4. 04Your positioning platform and statement

    Every decision on one page, then the five-line template, then Kit’s filled-in statement.

    Pages 8 to 10
  5. 05Real cases and your positioning on one page

    Five positioning decisions my clients made, and a one-page worksheet for yours.

    Pages 11 to 12
Starts with a 20-check test.Ends with your positioning on one page.
Page 9 of the template: the five-line positioning statement template to fill in
Page 9. The positioning statement template, with room to write.
Page 10 of the template: Kit’s positioning statement, filled in line by line
Page 10. Kit’s positioning statement, filled in.
Page 12 of the template: the worksheet Your positioning on one page
Page 12. Your positioning on one page.
Get the free template (PDF)

Geoffrey Moore’s positioning statement vs this B2B templateThe classic, adapted for B2B.

Geoffrey Moore’s format from Crossing the Chasm is the classic. My template keeps its spine and changes three things B2B buyers care about.

Geoffrey Moore’s template compared with this one
LineGeoffrey Moore’s classicThis template
WhoFor (target customer) who (statement of need)FOR [audience titles] IN [industry and size]: who buys, and where
WhatThe (product name) is a (product category)[Product name] IS A [market category]: the mental box buyers put you in
ValueThat (key benefit, compelling reason to buy)THAT WILL [the job] SO THEY CAN [the outcome]: the job and the outcome, apart
Why youUnlike (primary competitive alternative), our product (primary differentiation)THAT’S BECAUSE [three differentiators, each supported by proof]

Positioning examples from real B2B clientsThe decision behind the statement.

Each client changed several things. Each case turned on one line of the statement.

The category

Squadcast

Kept “Incident Response Software”. Acquired by SolarWinds.

What changed
Squadcast wanted to create a new category, “Site Reliability Engineering”. I recommended keeping “Incident Response Software”.
What happened
With that label, Squadcast completed the SolarWinds product. In March 2025, SolarWinds announced the acquisition.

The problem

Revvue

Same tech, new problem. 30 demos in the first month.

What changed
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.

The narrative

Callstack

A new strategic narrative. Revenue up 18% in 2025.

What changed
Revenue had slowed down. We drew out the company’s DNA, chose the target markets and wrote a new strategic narrative.
What happened
In 2025, revenue grew 18%, to PLN 151M.

More cases, with the decision behind each one: client cases.

What teams say about the go-to-market workshop

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 Citeline

Who made the template

Jose M Bermejo

Jose M Bermejo

Positioning and go-to-market consulting 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%.
  • Trained leaders in go-to-market strategy at Meta, Webflow, Android, Grammarly and Atlassian.
  • Author of The Art of B2B Software Positioning Strategy, with contributions from Warren Schirtzinger.
  • Executive MBA, IESE Business School.

This template comes from my book on positioning strategy. In positioning consulting and go-to-market workshops, my clients’ leadership teams and I fill it in together.

About JoseJose on LinkedIn

Some of the 50+ B2B tech companies I’ve run go-to-market and positioning work with

  • YPX Realty
  • Virnect Global
  • SolarWinds
  • Citeline
  • Scale Factory
  • Shooju
  • Introhive
  • DentalBee
  • Simplisure
  • Callstack

Who the positioning statement template is forFor B2B teams that sell to businesses.

Best for

  • Founders, CEOs and business owners of B2B companies, from software to services.
  • Teams whose website, sales reps and partners describe the company in different ways.
  • Sales teams that keep competing on price.
  • Product launches, and companies repositioning for a new market.

Not a fit if

  • You want a tagline. The statement is for your team; the template asks for the sentence your best customer would use about you.
  • You sell to consumers. Every page is about B2B buyers.
  • You want help making the calls with your team. That’s positioning consulting.

Help writing your positioning statementReading is the easy part. Choosing is hard.

Which segment, which category, which differentiators. These calls feel risky, and teams argue about them for months. Let’s make them together.

  1. STEP 125 minutesFree

    Exploratory chat

    We look at where your positioning and go-to-market stand today, and whether I can help you move faster. If I can’t, I’ll tell you.

    Ticked 6 or more checks, or left a line blank on your one-page positioning? Bring it to the chat.

    Book a 25-minute exploratory chat

  2. STEP 2Your team and me

    Positioning consulting

    Your leadership team and I 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.

    Prefer a short format? Make the decisions in a go-to-market workshop. See positioning consulting

Positioning statement template: questions

What is a positioning statement?

A positioning statement is one sentence that sums up your positioning platform and keeps every team on strategy. It focuses internal efforts on a common goal, keeps your marketing communications on strategy, and helps your sales force set your competitive agenda on something other than price. It is for your team, not a tagline: a position exists in your buyers’ heads, not in your words.

How do you fill in a positioning statement template?

Fill in one sentence: FOR [audience titles] IN [industry and size], [product name] IS A [market category], THAT WILL [the job it does], SO THEY CAN [the outcomes], THAT’S BECAUSE [your top differentiators, supported by proof]. Decide your segment, category and differentiators first. If you can’t fill in a line, go back to the page of the template that fills it.

What are the elements of a positioning statement?

My template has five: the target audience, the category, what it does (the job to be done), the benefits or outcomes, and the differentiators, each supported by proof. Many templates list four: target audience, category, benefit and differentiation or reason to believe. Mine splits the benefit into the job and the outcome, and asks for three proven differentiators.

What is Geoffrey Moore’s positioning statement template?

Geoffrey Moore’s classic format, from Crossing the Chasm, runs: For (target customer) who (statement of need or opportunity), the (product name) is a (product category) that (key benefit). Unlike (primary competitive alternative), our product (statement of primary differentiation). My template is an adaptation for B2B: it names the buyers’ titles and their industry and size, and replaces the single “unlike” line with three differentiators you can prove.

How long should a positioning statement be?

One sentence, with three short proofs. The test: one buyer should be able to repeat it to a colleague without you. A typical B2B purchase now involves 13 people inside the company and 9 outside influencers, so your position has to be clear enough to survive being repeated to all of them, and to an AI assistant.

How often should you update your positioning statement?

Re-check it every 6 months with the 20-check test in the template: markets are dynamic, so positioning is too. Change it with care. Positioning messages that don’t match what the market already believes create market confusion, and a badly managed change of position can stall sales.

Is the positioning statement template free?

Yes. It’s a free 14-page PDF. You get it right away by entering your email and mobile number in the form on this page. It includes the template, Kit’s filled-in statement, the positioning platform, a value profile, the 20-check test and a one-page worksheet.

Get the free positioning statement template.

14 pages: the five-line template, Kit’s real statement, the positioning platform, a 20-check test and 8 worksheets. Free: enter your email and mobile number in the form at the top, and the download starts right away.

Cover of the Positioning Statement Template by Jose M Bermejo

Positioning Statement Template, by Jose M Bermejo. A 14-page PDF, 2026.

Get the free template (PDF)

Not quite what you need?

Want the whole method? Get my free 54-page positioning strategy book, or read product positioning, with templates.

Guides: How to position a B2B tech product Crossing the chasm All guides