Positioning worksheet template for b2b saas
Use this positioning worksheet worksheet to explain who the offer is for, what problem it solves and what evidence supports choosing it. It is written for b2b saas and starts with an illustrative offer: a CRM rollout for a 20-person sales team. Replace the assumptions with evidence from your own business before using the result.
Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is a sales operations director. Their problem is that opportunities lose their owner between discovery and proposal. The desired practical outcome is a named owner and a dated next action on each active opportunity.
The example is deliberately bounded: the team cannot migrate data during quarter-end. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a CRM rollout for a 20-person sales team |
|---|---|
| Buyer question | Where does an opportunity most often stop moving, and who notices first? |
| Possible evidence | a walkthrough using five anonymised opportunities from the buyer’s current workflow |
| Useful asset | an opportunity handover checklist |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | B2B SaaS buyers, especially a sales operations director, dealing with this issue: opportunities lose their owner between discovery and proposal. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a walkthrough using five anonymised opportunities from the buyer’s current workflow. |
| Evidence we can show | Use a walkthrough using five anonymised opportunities from the buyer’s current workflow; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For a sales operations director, our a CRM rollout for a 20-person sales team helps work towards a named owner and a dated next action on each active opportunity. Evaluate it through test one pipeline with two volunteers before discussing a wider migration. |
Review before using it
A useful operational measure in this example is the share of active opportunities with a recorded next action. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Separate subscription, migration, support and training costs.
- Use evidence rather than promises. Do not promise a revenue uplift or an integration that has not been tested.
- Discuss the draft with someone who understands the buying situation. Start with: “Where does an opportunity most often stop moving, and who notices first?”
- If the next step is a trial, define its purpose. One possible starting point is to test one pipeline with two volunteers before discussing a wider migration.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | We already pay for a CRM. |
| Useful response direction | Then replacing the subscription is not the starting point. Let us compare how your team assigns and follows up five opportunities today. |
| Evidence to collect | The buyer’s own account, a walkthrough using five anonymised opportunities from the buyer’s current workflow, and records relevant to the share of active opportunities with a recorded next action. |
Your working sheet.
Make the exercise your own. Notes are saved in this browser when storage is available. Download a copy to keep; avoid confidential information on a shared device.
Example: B2B SaaS buyers, especially a sales operations director, dealing with this issue: opportunities lose their owner between discovery and proposal.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a walkthrough using five anonymised opportunities from the buyer’s current workflow.
Example: Use a walkthrough using five anonymised opportunities from the buyer’s current workflow; check whether it answers the buyer’s uncertainty.
Example: For a sales operations director, our a CRM rollout for a 20-person sales team helps work towards a named owner and a dated next action on each active opportunity. Evaluate it through test one pipeline with two volunteers before discussing a wider migration.
Review your work
This is a reflection checklist, not an automated assessment.
Questions
How do I adapt this for my b2b saas business?+
Is the filled example ready to publish?+
What should I do after completing the worksheet?+
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied.
Explore more marketing resourcesDevelop the thinking behind your worksheet.
Explore live online learning on marketing strategy, customers and AI.
Explore the Chief Marketing Officer Course