Distribution Moat

As a marketing leader who's guided multiple companies through positioning exercises, I've observed a common thread: too many organizations treat positioning as just another marketing task. In reality, it should be your most strategic initiative of the year.

So I sat down with marketing executive from Clari, Gong, and Salesforce Einstein — Julien Sauvage, to get his biggest tips.

Here’s a concise framework to implement this model effectively:

* Identify the Value Vectors: Determine how your product adds value through one or more of these three key areas:

* Increase in Revenue

* Decrease in Costs

* Decrease in Risk

* Calculate the Value Contribution: Once you understand where your product adds value, quantify the amount your product creates annually.

* Apply the Value-to-Price Multiple: Set your pricing based on the value created. Products aiding in revenue generation can command a higher price, followed by those reducing costs and then risk.