Your Go to Market Message Sounds Like Your Competitor’s
Learn a five-step process to build a differentiated point of view, position against the status quo, and craft a compelling company manifesto.
About This Video
Executive Takeaways
- Most B2B messaging sounds identical to competitors, creating a race to the bottom that weakens demand generation.
- Brand directly drives demand, requiring companies to diagnose their point of view and clarify the problem from the authentic voice of the customer.
- Claiming 'we're unique' fails to resonate with buyers; differentiation requires naming the real enemy, which is most often the customer's status quo.
- A complete differentiated point of view connects purpose to a clear picture of success that answers what winning looks like for customers and investors.
- The 5-step framework culminates in a company manifesto that aligns the entire go-to-market organization around a distinct narrative.
Key Questions Answered in This Deep Dive
Why does B2B go-to-market messaging often sound identical to competitors?
Companies tend to rely on generic claims of uniqueness and standard industry language rather than diagnosing their true point of view. When organizations fail to define the problem in the customer's voice, they default to saying what everyone else says, triggering a race to the bottom.
What is the biggest enemy in B2B messaging?
The greatest enemy is rarely a direct competitor; it is usually the customer's status quo. Effective messaging must clearly identify this enemy and show prospects why staying the course is untenable.
What are the core steps to building a differentiated company point of view?
The process begins with diagnosing your current point of view, clarifying the core problem in the voice of the customer, and naming the enemy. From there, leaders must clearly state their purpose, define a concrete picture of success, and synthesize these elements into a company manifesto.
How does brand impact demand generation in GTM strategy?
Brand actively drives demand by establishing a recognized point of view before sales conversations even begin. When a brand has strong, differentiated positioning, buyers are already primed to engage rather than dismissing outreach.
Work With a Certified GTM OS Partner
A Certified GTM OS Partner can help your executive team diagnose where growth is breaking, run GTM Planning, and implement the GTM OS pillars that matter most to your business.
