Roll out new positioning by writing it down, getting sign off from founders, product and sales, then rebuilding the messaging document, homepage and sales pitch from it in that order. Train reps with the new pitch and real objections. Retire old decks and pages so the previous story stops circulating.
Order of work
01
Positioning canvas
Agreed in writing.
02
Messaging document
Approved boilerplate.
03
Homepage and pitch
Highest traffic first.
04
Everything else
Ads, outbound, docs.
FAQs
How long until it sticks?
It depends on team size; plan for repeated reinforcement in deal reviews.