Services
Come in through the problem, not the menu.
Nobody wakes up wanting “product marketing services.” Something specific broke. Start there.
02 · The six doors
01
Growth flattened and nobody can say why.
The product's fine. The pipeline isn't.
Positioning ↓
02
You raised, and the new plan says “scale revenue.”
The story that closed investors doesn't close buyers.
Positioning ↓
03
You're losing deals you should win.
Against products you know are worse.
Competitive intelligence ↓
04
Leads arrive, then evaporate.
Demand gen works. The words on the other end don't.
Messaging ↓
05
The CEO is still the best salesperson.
And the only one. That worked at ten customers. It doesn't at a hundred.
Messaging ↓
06
A launch or a raise is coming, and the story isn't ready.
The date is fixed. The narrative isn't.
GTM strategy ↓
03 · Positioning
Positioning
Positioning is a decision, not a paragraph. Most teams treat it as a writing exercise and wordsmith the symptoms. The work is choosing. Which market, which alternative you beat, which buyer, and what you're prepared to stop claiming.
What we do
8 to 12 buyer and lost-deal interviews, win/loss patterns, an alternatives map, and a positioning decision your team can defend in one breath.
What you get
- The positioning document
- The alternatives map
- The segment call
- A working session where your leadership stops relitigating it
ShapeProject, 4–6 weeks.
04 · Messaging
Messaging
If sales rewrites your messaging on every call, you don't have messaging. You have suggestions. A messaging house works when the pillars survive contact with a skeptical buyer, not when the wall chart looks complete.
What we do
Turn the positioning decision into the words. One claim, three pillars, proof that's actually proof.
What you get
- The messaging house
- Rewritten homepage and deck copy
- Objection responses in buyer language
- A read-aloud pass with your sales team
ShapeProject, 3–5 weeks. Usually follows Positioning.
05 · Competitive intelligence
Competitive intelligence
Your biggest competitor is almost never who you think. In most B2B deals the winner is “do nothing.” Battlecards aimed only at named rivals miss the opponent that takes half the pipeline.
What we do
Landscape mapping, win/loss interviews, and battlecards that fit on one screen and answer the one question a rep has mid-call.
What you get
- The competitive landscape
- Per-competitor cards
- A no-decision playcard
- A win/loss interview cadence your team can run without us
ShapeProject to start, ongoing optional.
06 · GTM strategy & fractional PMM
GTM strategy & fractional PMM
Launches are decided before launch day. The announcement is the last 5% of work that either happened or didn't.
What we do
Launch strategy tied to pipeline, sales enablement that gets used, and, for teams that want the judgment on tap, fractional product marketing leadership.
What you get
- Launch plans with owners and dates
- Enablement kits
- A senior product marketer in your Slack without a requisition
ShapeFractional, monthly. 8–12 hours a week.
07 · What it costs
Fractional runs $5K to $10K a month. Projects run $3.5K to $5K. The specifics live on the Start page, because making you ask for pricing is a tactic, and we don't like it either.
Different doors, one discipline. Decide what's true, then say it everywhere.