A six-week process to reset your go-to-market narrative. Led by seasoned B2B marketing executives.
"Better" features are vulnerable to someone's next release — but higher-altitude differentiation creates sustainable advantage. We help you identify an ownable story that insulates your business from competitive erosion and the pervasive "build-don't-buy" sentiment that's putting revenue at risk.
AI is compressing timelines, flattening differentiation, and making every product look the same. Here's where we typically step in.
Your message is no longer landing — either it never took hold, or a narrative that once worked now feels stale and disconnected.
We identify the sources of lost signal and launch new story pathways that resonate with your target personas.
AI tools have made everyone feel like a builder, stalling new buying decisions and risking renewals with the illusion that any prototype is production-ready.
We help you make a clear distinction between product prototypes and production-ready solutions that solve real business problems.
Your AI-powered product team is shipping what's next, but your GTM story is still talking about the past.
We close the gap between product innovation and market perception with a bold reintroduction — positioning as ambitious as the product itself.
You were once the innovator, but now competitors are stealing your thunder as claims converge.
We identify the strategic whitespace and that sets you apart in a sea of sameness with an ownable market narrative.
A structured process designed to move fast without cutting corners — from context-setting to a polished messaging guide your team can activate around.
Business context and goal understanding; workstream team identification; scheduling key process events.
Stakeholder surveys; reading and research on your offering and customers; competitive messaging audit; demo; roadmap visibility; pricing and packaging; broad market trends.
A half-day discussion facilitated by us with primary workstream participants — to extract key inputs that inform testable messaging hypotheses.
Three iterations for feedback: (1) a directional concept; (2) first messaging version buildout; (3) refinement of the messaging guide. Packaged and presented for team consumption.
Presentation and enablement to your broader team, plus a guide and roadmap for planning rollout and activation of the new messaging.
Here's who you'll be working with:
Jake is a three-time CMO, including two unicorns. He served as Pendo's CMO during its hypergrowth phase. At Visier, he led the transformation of the company's brand into one of the most recognized in HR technology. At Gartner, he helped build the CMO research practice from pre-revenue to nine figures.
Jake is a sought-after voice on B2B marketing strategy, category creation, and the evolving role of the CMO. His writing has appeared in Harvard Business Review, Forbes, Fortune, and Inc.
Jennifer has spent 25+ years as a B2B marketer, both as an in-house marketing leader and fractional CMO. She is currently an advisor for the 24 and Up startup studio and a founding advisor for Troupe.ai, for which she hosts the SAID DIFFERENTLY podcast on B2B storytelling.
Jennifer has been trained by positioning expert firm Firebrick and has executed numerous strategic positioning and messaging workshops for B2B tech clients.
Tell us a bit about what you're working on. We'll be in touch within one business day.