Fractional CMO Service: Competitive Analysis & Positioning Workshop
Discover What Sets You Apart—And How to Win With It.
If you can't clearly articulate why you're different, your prospects won't either.
This workshop delivers a powerful, outside-in analysis of how your product or service is positioned in the market—through the lens of real-world messaging, perceived value, and customer-facing differentiation.
In this module, we’ll act as a third-party observer, analyzing how your product is positioned on your website, compared against your top 5 direct competitors and the most relevant substitutes.
What This Workshop Is
A collaborative session that helps answer the most critical GTM questions:
- What makes us different?
- Are those differentiators obvious and compelling to buyers?
- What can we own in the market that others can’t?
Why This Is Market-Led
The Market-Led Growth philosophy starts by building around what your customers and competitors are already doing—not what you think makes you special.
This workshop strips away internal bias and evaluates your positioning through the eyes of the customer, and how you actually appear next to the competition in a crowded SaaS landscape.
What’s Included
01
Competitive & Substitute Landscape Mapping
Identification of top 5 competitors and substitute offerings
Categorization of direct, adjacent, and alternative options
Initial messaging audit across all websites and landing pages
02
3rd-Party Positioning Assessment
Evaluation of your current positioning as seen on your website
Comparative breakdown of competitor messaging, value props, and calls to action
Assessment of market category, vertical alignment, and buyer targeting strategies
03
Differentiation & Value Prop Scoring
Scoring each company’s value prop against Market-Led positioning principles
Highlighting strong, weak, and missing differentiators
Heatmap of unique claims, proof points, and positioning gaps
04
Client Iteration & Refinement Session
Review of findings with client team
Aligning internal perspectives with external perception
Iterating to land on a shared, market-aware articulation of positioning
05
Final Output for Strategic Alignment
Positioning Canvas (including UVP, Category Frame, Proof, and Buyer Targeting)
Differentiation Summary Report
Messaging Gap Analysis
Competitive Comparison Summary Slide Deck
What You’ll Walk Away With
A clear understanding of how your product or service is currently perceived
An honest view of how you stack up against competitors and alternatives
A framework for refining your value proposition and positioning narrative
A Market-Led foundation for your content, messaging, and GTM plan
Why It's Foundational
This workshop serves as a critical bridge between your GTM audit and your marketing strategy. It helps ensure every next step—from ICP segmentation to messaging to channel selection—is rooted in an authentic, market-valid view of where you can win.
It’s ideal to run this after the GTM Audit & Benchmark and before the Strategy & Planning or Content & Messaging workshops.
Who It's For
- B2B SaaS companies preparing to relaunch or reposition
- Founders and CMOs in noisy, competitive categories
- Teams unsure if their current messaging is landing—or resonating
- Product teams seeking alignment between features and customer-facing value