You can usually feel it before you can explain it. People land on your site, read it, and still do not understand what you do or why it matters. Your team describes the product differently depending on who you ask. As a B2B positioning consultant, Fletch helps you fix that by defining where you win, how you compete, and turning it into a clear homepage in 2 weeks.
What Breaks When Positioning Is Unclear
Most B2B companies build a great product but struggle to tell a clear story. When your narrative is broken, your growth stalls.
People read your website but still don't understand what you do
People land on your website, read it, and leave without understanding what you actually do. You're losing high-intent prospects before they even have a chance to start a trial.
Your product gets compared on features instead of value
Prospects understand your product at a surface level but do not see why it is better than alternatives. You are competing in feature comparisons instead of clear differentiation.
Your messaging tries to speak to too many types of buyers
You are trying to speak to multiple audiences at once. The message becomes broad and safe, which means it does not resonate strongly with any of them.
Everyone inside your company explains the product differently
Ask three people on your team to explain the product, and you will get three different answers. Sales, marketing, and founders are not aligned on the story.
Weak positioning leads to product roadmap bloat
Without a clear focus, your sales team is willing to promise any feature to close a deal. Downstream, your product teams are struggling to prioritize what to build and for who.
Strong product, weak market understanding
You know the product is strong, but the market response does not match that reality. Prospects do not fully understand what makes you different, so they default to clearer, simpler competitors.
What Changes After Our Positioning Sprint
A clear positioning strategy and homepage in 2 weeks, based on 500+ B2B software engagements.
Clarity on where to compete and why
A defined market focus that removes ambiguity about where your product fits best. It clarifies where to focus effort and which opportunities are not worth pursuing.
Messaging that makes immediate sense to buyers
Product value is understood without explanation or extra context. Prospects quickly grasp what the product does and why it matters without needing a walkthrough or follow-up.
One consistent narrative across sales and marketing
A single way of explaining your product across the company. It removes variation between founders, sales, and marketing, and creates alignment in external communication.
A homepage that communicates value on first read
Website messaging reflects your real product strength. First-time visitors understand what your company does without needing clarification, demos, or additional explanation from the team.
Clarity shaped by 500+ positioning engagements
Decisions are informed by experience across hundreds of B2B software companies. This reduces trial-and-error and helps avoid repeated positioning mistakes in new markets.
An outside perspective removes internal bias
An external view shows how the market actually interprets the product. It exposes gaps between intended messaging and real buyer perception.
The Process, Deliverables & Pricing
A 2-week positioning sprint designed to solve positioning directly. Fletch works through your product, market, and competition to define a clear position and translate it into a usable homepage.
What you get
Positioning Strategy Deck
A structured internal document that defines your market, competitive context, differentiation, and strategic direction.
Rewritten Homepage
A fully rewritten homepage that reflects your positioning in clear external language that buyers understand immediately.
Strategic Direction
A structured summary of the sprint findings that outlines where to focus and how to position in your category.
Pricing
Early Stage
Less than $2m annual revenue
$10,000
Growth Stage
$2m – $20m annual revenue
$20,000
Mature
$20m+ annual revenue
$30,000
Who We Work With
We work with B2B software companies that know something is off in their positioning, but cannot clearly define what it is. Most have already tried internal fixes or agency support and need external clarity.
This includes B2B SaaS startups, technical founders, AI and software companies, startup to growth stage teams, CMOs, VP Marketing, Heads of Marketing, and companies experiencing the symptoms of weak positioning.
Frequently Asked Questions
What does a B2B positioning consultant actually do?
A B2B positioning consultant defines how your product is understood in the market. Who it is for. What it competes with. Why it wins. At Fletch, this becomes a 2-week sprint. You get a positioning strategy and a rewritten homepage.
How is this different from a marketing or branding agency?
Agencies usually bundle positioning into bigger projects — branding, design, or ongoing marketing. Positioning becomes one part of a wider scope. Fletch only does positioning, helping you decide which market to focus on and how you will actually stand out in that market.
Can positioning really be fixed in 2 weeks?
Yes. The work is focused, not open-ended. It is not a long discovery process. It is diagnosis, focus, and clarity. Fletch has done this for 500+ B2B software companies. The process is built for speed and structure.
Do you guarantee business outcomes like pipeline or conversions?
No. Those depend on execution after the sprint. Fletch does not control them. The work is positioning clarity and messaging. That is what is delivered.
Who is this best suited for?
B2B software companies with unclear messaging or weak differentiation. Common signs include confused buyers, inconsistent sales messaging, or difficulty standing out in a crowded market.
What if we have already tried fixing positioning internally?
Most clients have. Internal workshops often produce ideas, not clarity. Tools can help too, but they lack an outside perspective. A B2B positioning consultant brings distance and pattern recognition from hundreds of prior cases.
Fletch Team