Test positioning changes on sales calls first before updating all marketing materials
When repositioning your product, validate the new messaging in live sales conversations before committing to website redesigns and content overhauls. Sales calls provide immediate feedback on clarity, customer understanding, and conversion impact. If the new positioning leads to shorter calls with higher close rates, you have validation to expand the change.
When to use
When you're considering a significant repositioning or messaging change and want to de-risk the pivot before investing in full rebrand
Don't do this
Overhauling all marketing materials, website copy, and content at once without validating that the new positioning actually resonates with potential customers
2 Founders Who Did This
Tested 'we're a pop-up tool' messaging on sales calls first. Observed that calls were shorter, more succinct, and closed more often before changing anything else
After struggling to explain a new category, a prospect said 'If you can replace Pendo, I can buy you.' James repositioned into the existing digital adoption market as 'user assistance' rather than continuing to create a new category.