Workshop
Most teams can explain what their product does. Fewer can explain why a customer should choose them over the alternatives, in a way every team repeats. That gap shows up in sales calls, on the website and in deals lost on price.
In this workshop, we work through your positioning together: from the alternatives customers actually consider to the value only you deliver. Then we turn it into a story your whole team can use.
Get clearer on who you’re for, what makes you different and why customers should care.
Who own the story and need everyone telling it the same way.
Who need to agree on what makes the company different before it goes to market.
So the people who pitch and the people who write leave with one shared story.
Sales, marketing and leadership each describe the product in their own way.
Buyers don’t see enough difference to pay for it.
Features get copied faster, and the differences you relied on don’t hold.
A new product, market, competitor or strategy, and your positioning hasn’t caught up.
Half a day in four parts, built around your own material. The order and depth follow what your team needs.
What customers actually compare you with, including spreadsheets, doing nothing or building it themselves. We start from real deals, not assumptions.
You leave with
A shared view of your real alternatives
Which capabilities still set you apart, which no longer do, and how to differentiate when competitors can build what you build.
You leave with
Your differences, tested
What those differences mean for customers, and which customers care about that value most.
You leave with
The value you deliver, and for whom
Where your positioning breaks down across teams, products or markets, and how to turn it into messaging sales and marketing both use.
You leave with
Where it needs work, and the next steps
Positioning outline
Workshop outputWhat your team is working on, who joins and what a good outcome looks like.
You share the material that matters, and I shape the session around it.
Half a day, hands-on, working on your real challenge with your team: virtually, or at your office in the Netherlands.
Your team leaves with clear next steps. If the session reveals bigger work, we can talk about that too.
Often, yes. We test whether it still holds against your market, competitors and deals, and where teams tell it differently.
Your current positioning and messaging, your website and sales deck, and if possible a few recent won and lost deals.
From €2,500 per workshop, excluding VAT. On-site in the Netherlands is €500 extra. And if you book a scoped project within two months, the workshop fee is deducted from it.
Either. Virtually, your team can join from wherever they are. In the Netherlands, I can also run it on-site at your office.
Half a day: three to four hours, including breaks.
Yes. Every workshop starts with a conversation about your situation, and the session is shaped around it.
Then we can talk about a scoped project or ongoing support. A workshop often shows where the bigger work is.
Go beyond prompting. Build better ways of working with AI.
Most Product Marketing teams already use AI. But using ChatGPT or Claude for individual tasks isn’t the same as building AI into how your team operates.
Half day · virtual or on-site · From €2,500
See the workshop
Stop selling to everyone. Choose where you can win.
Many B2B SaaS companies segment by company size and industry, then treat everyone who fits as their ICP. It looks tidy, but it rarely explains who buys, who stays and who never closes.
Half day · virtual or on-site · From €2,500
See the workshop
Sometimes a session is enough to get a team moving. Sometimes it reveals a bigger opportunity.
First PMM can also help implement the work through a scoped project or ongoing embedded engagement.
And for teams that want a shared, AI-ready GTM knowledge foundation, there’s the GTM hub.
Tell me what your team is working through, and we’ll explore what a useful workshop could look like.