Positioning and Go-to-Market

Positioning and
Go-to-Market

My GTM thinking developed across different contexts: early-career years on the product and commercial launches track (Vodafone), projects within global B2B organisations (Danfoss), and a current focus on early-stage companies.

Selected projects

Positioning campaigns
Danfoss, Smart Store - Project Lead
The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.
The initiative comprised two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressed a broader, industry‑relevant audience through a content plan spanning several months.
GTM Diagnostic tool
Freelance
A living database of diagnostic questions designed to reveal where an early-stage or growth system needs attention before execution decisions are made.
The questions are informed by hands-on work and continue to evolve as part of my learning journey. They are currently organised by category — e.g., Segmentation & ICP, Positioning, Messaging Framework — and by intent: definition questions to assess whether the basis is truly locked in, and health-check questions to test whether it is actually working. Link tool.

Positioning campaign
Danfoss, Smart Store - Project Lead
The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.
The initiative had two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressed a broader, industry‑relevant audience, with a content plan spanning several months.
GTM Diagnostic tool
Freelance
A living database of diagnostic questions designed to reveal where an early-stage or growth system needs attention before execution decisions are made.
The questions are informed by hands-on work and continue to evolve as part of my learning journey. They are currently organised by category — e.g., Segmentation & ICP, Positioning, Messaging Framework — and by intent: definition questions to assess whether the basis is truly locked in, and health-check questions to test whether it is actually working. Link tool.

Positioning campaigns

Danfoss, Smart Store - Project Lead

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.

The initiative comprised two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressed a broader, industry‑relevant audience through a content plan spanning several months.

GTM Diagnostic tool

Freelance

A living database of diagnostic questions designed to reveal where an early-stage or growth system needs attention before execution decisions are made.

The questions are informed by hands-on work and continue to evolve as part of my learning journey. They are currently organised by category — e.g., Segmentation & ICP, Positioning, Messaging Framework — and by intent: definition questions to assess whether the basis is truly locked in, and health-check questions to test whether it is actually working. Link tool.

Tried, trusted, good sense:

Segmentation unlocks persona, persona unlocks positioning, positioning unlocks execution. The right sequence makes the difference between activity and traction.
Segment before you position, then score each candidate against urgency, reachability, and where you already win unprompted. A vague ICP produces generic positioning that resonates with no one.
Fix the leak before filling the bucket. Diagnose where the system is failing before deciding what to build. Acquisition spend has a low ceiling when onboarding or retention is broken.
Positioning is internal strategy, built in the customer's language. Lock it before any channel or content decision is made.
Claims need proof. The strongest differentiators are built from evidence that already exists — in deal notes, customer interviews, and usage data.
Channel follows motion. Define the buying motion first — PLG, sales-led, or hybrid — then choose where to show up. Concentrate on two channels with full resource before adding more, and treat the others as 90-day experiments: cut what doesn't perform, double what does.
Automate the repeatable, not the strategic. GTM tooling now covers prospect enrichment, outbound sequencing, lead routing, and signal syncing across platforms. This is where teams reclaim time. The strategic work — ICP definition, positioning, message design — cannot be automated. At least, not yet.