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saas-gtm

5 pieces on this thread.

Positioning · August 2, 2026 · 10 min read

Can AI do your SaaS positioning? What it still can't decide

AI writes positioning language well. What it can't do is make a positioning decision, and positioning is almost entirely decisions. A model returns the center of what it was trained on, which is exactly where every competitor already lives. Research presented at NeurIPS in 2025 found that different models from different labs converge on strikingly similar output, so this isn't a prompting problem with a prompting fix. Run any AI-drafted statement through four checks. Who you're willing to lose, what trade-off you're taking, which claim survives a competitor's challenge, and what you deliberately left out. An averaged draft goes quiet on all four. That silence is the finding.

positioningaib2b-saasmessagingdifferentiationsaas-gtm

Positioning · June 17, 2026 · 7 min read

Why deals stall after your champion wins: the category creation budget-line trap

Your champion won every internal argument and the deal still went quiet. Category creation deals stall at the filing cabinet, because a purchase order needs a budget code and a category nobody has named yet doesn't have one. Call it the missing code. The fix is translation. Turn your category into a line the buyer's finance system already recognizes, then arm your champion with the one page they'll carry into a room you're not in. Here's how to find the line you can displace, and what to do when there honestly isn't one.

positioningcategory-creationsaas-gtmprocurementsalescompetitive-differentiation

Positioning · May 3, 2026 · 8 min read

Your champion loves your product. Here's why the deal still dies.

Deals stall at committee review because we wrote for one person and sent them into a room holding four others who can say no. The CFO, the security lead, IT and procurement each arrive with a different fear. The Committee Carry Test is four questions that check whether the champion can answer all four fears without us there. A fumble names the chair where the deal will die, and names the one-pager missing from the kit. Build for the room, and put it somewhere the champion can reach on a Tuesday.

positioningmessagingbuying-committeesaas-gtmsales-enablementb2b-saas