SaaS Positioning Worksheet

Strategic vs. Non-strategic Purchase: Distinguishes between business-to-business strategic purchases, where a product helps a company differentiate itself, and non-strategic purchases, which are often overlooked in SaaS marketing. Common Non-strategic SaaS Purchases: Highlights that many SaaS offerings automate non-strategic tasks, such as back-end accounting, and advises against positioning them with high-level growth promises, emphasizing the need for realistic operational benefits. Positioning for Non-strategic Purchases: Recommends focusing on tactical operational differentiators like 24-hour support, easy integration, and sales process efficiency for non-strategic SaaS purchases. Consumer vs. Business Positioning: Discusses the differences in positioning strategies for business-to-business and business-to-consumer scenarios, noting the importance of psychological value in consumer products. Positioning Evolution and Prioritization: Describes a step-by-step process for honing in on positioning, starting with product attributes and customer needs, considering long-term plans, and offering methods such as quantification, surveys, focus groups, and empirical tests for prioritization.