When to bring me in
AI is changing what customers expect, competitors are making similar promises, and the features that once set you apart are becoming easier to replicate.
Meanwhile, your own teams may struggle to explain what makes your product worth choosing.
I help B2B SaaS companies find clarity in their market position, establish meaningful differentiation and turn it into a story the entire business can stand behind.
You know what makes your product valuable. Your customers might even love it.But when someone asks why they should choose you over the alternatives, the answer isn’t always as clear as it should be.
It’s about being meaningfully different to the customers you want to win.
That starts with understanding the market you’re competing in.
The answers determine what you should emphasize, what you should stop claiming and which position you can realistically own.
Because differentiation isn’t simply a better way to describe your product. It’s a strategic choice about where and why you can win.
AI is changing the economics of software development and accelerating the pace at which competitors can introduce similar capabilities.
Features that once differentiated your product may become expected. New competitors can enter markets faster. And buyers have more alternatives to consider.
That doesn’t mean product capabilities no longer matter. It means differentiation needs to go beyond a list of features.
Your market focus, understanding of customer problems, product experience, accumulated expertise, integrations and the outcomes you enable can all contribute to a position that’s harder to replicate.
The challenge is knowing which differences actually matter to your customers — and building your story around them.
I combine market understanding, strategic thinking and hands-on Product Marketing to help companies establish and communicate a differentiated position.Depending on your situation, I can take ownership of the full challenge or focus on the areas where you need additional expertise or capacity.
Identify the alternatives customers actually consider, the criteria they use to evaluate solutions and where your product has a meaningful advantage.
Market & Customer IntelligenceClarify what your product is, who it’s for, the problem it solves and the position it can credibly own in the market.
Positioning & DifferentiationTurn product capabilities, customer outcomes and competitive advantages into clear reasons to choose you.
Positioning & DifferentiationTranslate your positioning into messaging, value propositions and narratives that resonate with the audiences you’re trying to reach.
Positioning & DifferentiationEquip Sales, Marketing, Product and other teams with a shared narrative and the context they need to communicate it consistently — including in their AI-powered workflows and tools.
Go-to-Market & EnablementFractional or interim · from 2 days a week
Senior Product Marketing expertise, part of your team.
I take ownership of ongoing positioning, differentiation or messaging priorities, whether you’re building the function, navigating change or adding capacity to an existing PMM team.
Can start quickly
A specific positioning or differentiation challenge with a clear outcome.
I step in, take ownership of the work and help you move from market understanding and strategic decisions to messaging and practical application.
Whether your differentiation needs sharpening, your positioning needs a rethink or your messaging has become fragmented, I can help you figure out what needs to change — and take ownership of making it happen.