Positioning workshop agenda
A positioning workshop agenda follows the order of the decisions: review the customers who love you, list competitive alternatives, isolate unique attributes, map them to value, define who cares most, choose a market category, then write it down. Send customer research beforehand and keep the room to people who will own the result.
On this page
Before the workshop
Collect customer interviews, recent won and lost deals and the current pitch. Dunford’s process starts by forming a positioning team of leaders from across the business, because everyone who has to live with the result should help make it.
Agenda
Ground rules
Agree on terms and let go of the market you started in.
Customers who love you
Review interview notes and best accounts.
Competitive alternatives
What those customers would use if you did not exist.
Unique attributes
Only what alternatives lack.
Value
What each attribute lets customers do.
Who cares most
The traits of buyers who value that most.
Market category
The frame that makes the value obvious.
Write it down
One dated document everyone signs off on.
Who attends
| Role | Why they are in the room |
|---|---|
| Founder or CEO | Makes the final call |
| Sales lead | Knows what wins and loses deals |
| Product lead | Knows what is truly unique and what is coming |
| Marketing lead | Turns the result into messaging |
| Customer success | Knows who stays and why |
FAQs
How long should a positioning workshop be?
A team that has done the research can work through the agenda in one or two long sessions. Messaging comes after, as separate work.
Should customers attend?
No. Bring their words in through interviews instead.
What should come out of it?
A written positioning canvas, then a messaging document built from it.