Positioning B2B tech
companies for the AI era
I build your positioning, narrative and GTM around the moats your rivals & AI can’t easily copy.
The result: a strategy and systems that unite internal teams on how to win in the AI era.
Repositioning B2B tech companies for the AI era
I help B2B tech companies succeed in the AI era. I find the moats that rivals and AI can’t easily copy. I build your positioning around them.
Then I embed feedback systems that turn customer and market signals into sharper decisions across product, marketing and sales - so your story stays sharp, and your team aligned.
THE CHALLENGE
AI lets marketing, sales and product move faster, each in their own direction. They’re all telling different stories to different customers, because no one agrees on your moat in the AI era.
You lose deals you used to win. Buyers can’t see why you’re better than the new AI-native start-up.
Price becomes the only lever. When sales can’t say why you’re worth more, they discount.
The roadmap sprawls. Product builds for everyone and sprinkles in AI features customers don’t want or use.
AI scales the confusion. Without one clear story, and a positioning context layer your AI tools work from, every email, deck and person says something different.
AI lets marketing, sales and product move faster, each in their own direction. They’re all telling different stories to different customers, because no one agrees on your moat in the AI era.
You lose deals you used to win. Buyers can’t see why you’re better than the new AI-native start-up.
Price becomes the only lever. When sales can’t say why you’re worth more, they discount.
The roadmap sprawls. Product builds for everyone and sprinkles in AI features customers don’t want or use.
AI scales the confusion. Without one clear story, and a positioning context layer your AI tools work from, every email, deck and person says something different.
THE SOLUTION
THE SOLUTION: 6-8 WEEK SPRINT
1. Positioning
I’ll uncover why buyers choose an AI-native rival, build their own with AI or do nothing. Then I’ll find the moats rivals and AI can’t easily copy, and focus your positioning, narrative and GTM priorities around them.
1. Positioning
I’ll uncover why buyers choose an AI-native rival, build their own with AI or do nothing. Then I’ll find the moats rivals and AI can’t easily copy, and focus your positioning, narrative and GTM priorities around them.
Implementation
I’ll build a positioning context layer and connect it to your team’s tools, so people and AI work from the same positioning when they update the website, write campaigns or answer customers.
Implementation
I’ll build a positioning context layer and connect it to your team’s tools, so people and AI work from the same positioning when they update the website, write campaigns or answer customers.
3. Advisory
AI changes your market every month, so your positioning needs to keep pace. I’ll build feedback loops that capture customer and market data, and use those signals to refine your positioning and context layer.
3. Advisory
AI changes your market every month, so your positioning needs to keep pace. I’ll build feedback loops that capture customer and market data, and use those signals to refine your positioning and context layer.
CUSTOMERS
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
A brilliant marketer who gives great guidance and action on product marketing initiatives. Often you don't get both strategy and execution from consultants, but Stephane delivers on both.
Matthew Ingman
VP Marketing, IDVerse
Working with Stephane was a pivotal moment for us. He brought incredible clarity to our positioning by transforming a collection of features into a clear, compelling product story.
Tobias Brühne
CEO, onu.energy
Stephane accelerated our product marketing efforts. Thanks to his efforts, we were able to shape a strong proposition for our product and confidently bring it to a new market.
Barbora Juhaszova
PM Lead, SAP Fioneer
Stephane was a huge asset to the team at Climatiq. He provided crucial expertise & guidance on positioning, helping us move quickly & ensure alignment across the company.
Hannah Hylton
Product Marketing, Climatiq
THE TIMELINE
WEEK 1-4
Positioning
WEEK 1-4
Positioning
WEEK 5 & 6
Implementation
WEEK 5 & 6
Implementation
WEEK 7+
Advisory
WEEK 7+
Advisory
WEEK 1-4
Positioning
Defensible positioning for the AI era.
Deliverables
Competitive Alternatives
Best-Fit Customers & Personas
Defensible Positioning
Compelling Narrative
WEEK 1-4
Positioning
Defensible positioning for the AI era.
Deliverables
Competitive Alternatives
Best-Fit Customers & Personas
Defensible Positioning
Compelling Narrative
WEEK 1-4
Positioning
Defensible positioning for the AI era.
Deliverables
Competitive Alternatives
Best-Fit Customers & Personas
Defensible Positioning
Compelling Narrative
WEEK 5 & 6
Implementation
Consistency, internally & externally.
Deliverables
Positioning Context Layer
Define Product Packaging
Website Wireframes
Sales Enablement Assets
Team Handover & Training
WEEK 7+
Advisory
Positioning that moves with the market.
Advisory
Positioning that moves with the market.
Advisory
Positioning that moves with the market.
Deliverables
Market Feedback Loops
Positioning Refinement
Input on Campaigns & Content
Product Marketing Support
FAQs
Is this 6-8 week sprint right for me?
Is this 6-8 week sprint right for me?
What do we cover in our 30-min intro call?
What do we cover in our 30-min intro call?
How much does it cost?
How much does it cost?
What pre-work is required before we work together?
What pre-work is required before we work together?
What time commitment is required of me during our sprint?
What time commitment is required of me during our sprint?
What are the outcomes of this positioning sprint?
What are the outcomes of this positioning sprint?
Can we continue working together post-sprint?
Can we continue working together post-sprint?