Stop competing on features.
Start owning a position.
40% of B2B SaaS companies can't position themselves as the obvious choice. This Sprint gives you research-backed positioning, copy-ready messaging, and a sales narrative your whole team can deliver in 60 seconds.
"B2B companies with clearly differentiated positioning outperform undifferentiated competitors by 20%."
McKinsey & CompanyThe Intelligence Sprint ($15K, 6 wks) maps the battlefield. This Positioning Sprint gives you the battle cry — copy-ready assets your team deploys immediately.
When everyone sounds the same, price is the only differentiator.
longer B2B sales cycles than five years ago. When buyers can't see the difference, they slow down to compare.
of B2B purchases stall at least once. Unclear positioning creates friction at every stage of the funnel.
average win rate across all pipeline stages. Three out of four deals lost — most before you even get to demo.
The average B2B firm spends 8% of revenue on marketing (Forrester, 2024). For a $10M company, that's $800K/year. Without clear positioning, most of it amplifies confusion.
Your messaging sounds the same as your competitor's hero page — swap the logo and nobody would notice.
Decisions run through 6–13 stakeholders who all need to say yes. If they can't repeat your difference, deals stall.
When no one can tell you apart from alternatives, price becomes the only comparison point.
The homepage logo-swap test.
We scored 50 Series A/B SaaS homepages on one question: could you swap the logo and the headline still works?
Hero copy that could belong to any competitor in their space.
The buzzwords every homepage defaults to. The differentiation none of them have.
Three reasons most positioning doesn't stick.
Built on assumptions, not evidence.
Most workshops ask executives "what makes us different?" — but 41% of buyers already have a preferred vendor before evaluation starts (Forrester). Your team's market view is already outdated.
Stops at strategy, never reaches execution.
A positioning statement in a strategy deck changes nothing. If it doesn't show up on your homepage and in your team's 60-second pitch, it failed.
Disconnected from competitive context.
You can't position against competitors you haven't researched. Most consultants skip this and rely on your team's knowledge — which is usually partial and outdated.
The 3-Lens Value Framework.
When everyone competes on functional value — features, integrations, performance — the real whitespace is in dimensions competitors aren't addressing. The framework surfaces where they all compete, and where they don't.
What it tangibly does.
You'll see exactly which functional claims are already saturated in your category — and which ones no competitor has credibly staked.
How it makes buyers feel.
You'll understand the emotional drivers behind B2B buying decisions — confidence, control, reduced anxiety — and how to own them. Edelman found 73% of buyers trust thought leadership over marketing when evaluating vendors.
The economic impact.
You'll quantify ROI, cost savings, and time-to-value so your pricing feels inevitable, not arbitrary — and your buyers can justify the decision internally.
Brand Positioning Statement
You'll walk away with a proven structure: Target + Category + Point of Difference + Reasons to Believe — translated into copy your team uses tomorrow.
Both are excellent. The difference is structural:
| Dunford | Fletch | Rubikn | |
|---|---|---|---|
| Competitive insight | Your team brings it | Minimal research | Built-in competitive analysis |
| Timeline | Workshop-based | 2 weeks | 4 weeks |
| Deliverables | Framework | Productized output | 9 copy-ready assets |
| Evidence base | Executive knowledge | Light market scan | Competitive Foundation Analysis |
If your team already has deep competitive expertise, Dunford is great. If they don't, you need the research layer.
The positioning stack.
9 deliverables. Each one priced at what it costs to commission independently. You get all of them for $18,000 — a fraction of the individual market rate. Your lift: 4 calls total. We draft, you react.
Your company will spend $200K–$500K on marketing in the next 12 months.
This Sprint determines whether that spend builds a brand or amplifies confusion.
$18K is 1.5–4.5% of your annual marketing budget to point the other 95%+ in the right direction.
What the deliverables look like.
Not a strategy deck. These are the actual documents your marketing team opens on Monday morning.
Positioning Statement
Hierarchical messaging: master position → segment-level → use-case. One document your entire company references.
Homepage Blueprint
Exact copy structure: hero, subhead, proof points, CTA hierarchy. Not wireframes — the actual words.
Sales Narrative Script
A 90-second pitch your AE delivers cold. Plus top 5 objection handlers built from buyer language.
Application Guide
Deploy positioning across homepage, sales deck, email sequences, ads. No interpretation needed.
The 4-week sprint.
Kickoff + Foundation
60-min kickoff call. Competitive Foundation Analysis begins on 3–5 competitors. Buyer Language Mining from G2 and review sites.
3-Lens Workshop
2-hour facilitated session. Map Functional, Psychological, and Monetary value. Identify whitespace competitors haven't claimed.
Synthesis + Draft
Positioning Statement, Messaging Architecture, Homepage Blueprint, and Sales Script built. First drafts delivered for review.
Delivery + Alignment
Draft review call with final refinements. One-Voice Alignment Session locks in the narrative. Full package delivered.
60-second clarity test — or we keep working.
If after the Sprint, your team cannot clearly and consistently articulate your positioning in under 60 seconds — in a way that is distinct from any competitor — Rubikn will rework the positioning at no additional cost until it passes the "60-Second Clarity Test" with your sales team.
In our internal benchmarking, fewer than 1 in 5 B2B SaaS companies can pass this test before a Sprint. That's the gap this engagement closes.
Condition: Attend all 4 scheduled sessions and provide access to customer-facing team members.
Included with every sprint.
Investor Narrative Deck
Your positioning translated into investor language — market context, competitive moat, and category ownership story. SaaS Capital data shows clear positioning commands higher revenue multiples. A valuation lever, not just a marketing tool.
Competitive Messaging Teardown
A documented teardown of your top 2 competitors' homepage and sales messaging — exactly where they're strong, where they're weak, and where your positioning exploits the gap.
30-Day Performance Check-In
One month after deployment, a 60-minute session to review early signals — conversion changes, sales feedback, pipeline quality — and make tactical adjustments.
Built for teams that need to own their position.
For companies where every prospect immediately understands the difference — and chooses without a feature comparison.
CMOs & VPs
About to invest $200K+ in campaigns — can't build on messaging nobody can explain in 60 seconds.
Product Marketers
Messaging is flat. Need positioning that makes every ad dollar and SDR touch more effective.
Founders / CEOs
Every team member describes the company differently. Need one narrative for investors, customers, and the team.
Heads of Growth
Running demand gen on unclear messaging. Every campaign tests a different angle because there's no positioning to build from.
This is not for you if…
You want a logo refresh or visual rebrand. This is strategic positioning, not design.
You don't have product-market fit yet. Positioning amplifies what works — it can't create fit.
You need results in under 3 weeks. The Proof Sprint ($4,500 / 10 days) is built for speed.
Your team won't commit to 4 calls over 4 weeks. We draft everything — but we need your input to get it right.
Before you ask.
"We already did a positioning exercise / hired a consultant."
"We need to get alignment internally before we start."
"How do we know the positioning will resonate with buyers?"
"We're about to redesign our website — should we wait?"
Find out if your positioning is costing you pipeline.
You'll speak directly with the strategist who leads your sprint. No sales team. 15 minutes to know whether unclear positioning is the problem — and whether this Sprint fixes it.