@PostureGTM

In this episode of the Posture Podcast, Jason and Sarah tackle a key challenge for product-led growth: cross-selling products to existing customers who already love what you offer. The discussion centers on answering the question: Is cross-selling just throwing everything at the customer to see what sticks? We outline the three strategic pillars for a successful cross-selling strategy that aligns your sales team, product portfolio, and pricing: Target Audience Alignment and Adjacent Problems: The product must address problems that make sense for the existing buyer, focusing on "really adjacent problem sets". This simplifies conversations for your sales team, as they don't have to educate buyers about entirely new problems. An example is a spreadsheet product and a payroll product making sense together. The product must address the same buyer and the problems they are having. Product Cohesiveness: Products should work well together and not conflict. This includes alignment on shared perspectives, simplicity, ease of use, and technology (like AI usage). A real-world example showed a flagship product without AI and a new, completely AI-driven product for younger students made the go-to-market story "impossible to tell" because the products conflicted in approach. Bundling and Pricing Strategy: Your pricing must be sensible and should never undermine your anchor product. You must always motivate sales toward your highest-priced, most profitable product. Introducing a cheaper product in a cross-sell scenario that undermines the pricing and margins of your flagship product presents a "real problem". A strong strategy around bundling, pricing, and discounting is necessary to motivate profitable sales. Salespeople will look for ways to discount down to the cheapest product. Marketing Side Eye: We also share a Marketing Side Eye on poorly executed monetization models for free apps, specifically discussing the frustration with in-app purchases and companies that move core features to a paid plan. Examples include gardening apps that only give out information you can Google, and weather apps that won't show the future radar unless you pay. We discuss CapCut's strategy of slowly moving popular AI-driven features behind a "growingly complex set of packages". This creates a "total flaw" when the free part no longer delivers on the core value proposition. Users get upset when features with strong product market fit are taken away and moved to a paid package. Don't forget to like, subscribe, and follow! Do you have a question about Go-To-Market strategy, product positioning, or product marketing? Send it to info@posture.consulting and we may feature it on our "Make It Make Sense" segment. #CrossSelling #ProductMarketing #GTMStrategy #ProductStrategy #PricingStrategy #ProductBundling #GoToMarket #SaaS #AppMonetization #PostureGTM

Tired of inconsistent messaging across your sales and marketing teams? Learn the power of a Messaging Architecture—the core tool Posture Consulting uses to build sustained competitive advantages and drive successful go-to-market (GTM) strategies. In this episode, we break down the structure of a messaging architecture and show you how to build one yourself. This blueprint ensures every value proposition, competitive advantage, and positioning pillar is aligned, turning complex dynamics into cohesive messaging. What You'll Master in This Video (The 4 Layers): Positioning Pillars: Learn how to make the core claims about your product, putting them in the words of your specific audiences—whether that's a key buyer, internal stakeholder, or partner. This must align with what your audience truly values. Value Propositions: Connect what your buyers value (e.g., speed, quality, cost) with how your product solves their ultimate goals. Competitive Advantage: Identify and own a differentiated, defensible space in the market that reinforces your positioning better than your rivals.6 Reasons to Believe (The Science): Discover how to use proof points—features, awards, client quotes, and scientific studies—as the concrete evidence (the "receipts") that back up every layer of your message. Stop Throwing Away Your Message Sheet: A Messaging Architecture is the fuel for your GTM engine. It ensures your B2B sales team, customer service advocates, and marketing copywriters understand the core points, allowing them to communicate the value in their own words, in a way their prospects and customers can hear it. The process keeps your entire story intact, on-brand, on-purpose, and ready to scale across global teams. Make It Make Sense: Positioning Evaluation (The 3D Framework) We answer a product marketer's question on how to evaluate competitor positioning: using Posture’s proprietary 3D Framework. The three non-negotiable criteria for strong market positioning are: - Distinctiveness: Is the positioning unique and occupying a space no one else is? - Defensibility: Can you reasonably back up the claim with credibility and receipts (e.g., features, customer feedback, longevity)? - Drivers: Does the positioning engage buyers and motivate them to purchase (this is the most heavily weighted criteria)? TIMESTAMPS: 00:00 - Welcome to Posture Consulting 01:07 - Today's Topic: Messaging Architecture 01:31 - Make It Make Sense: Evaluating Competitor Positioning (The 3D Framework) 03:01 - Criterion 1: Distinctiveness 04:04 - Criterion 2: Defensibility (Credibility & Longevity) 06:07 - Criterion 3: Drivers (Sales/Purchasing Motivation) 07:44 - How the 3D Framework Clarifies the "White Space" 08:15 - Deep Dive: The Messaging Architecture Tool 11:23 - Why an Architecture is Better than a Messaging Sheet 13:36 - The Architecture is the Fuel for the Sales Team 14:39 - Structure Breakdown: The Four Layers of the Architecture 16:07 - Layer 1: Positioning Pillars (by Audience) 20:18 - Layer 2: Value Propositions 22:04 - Layer 3: Competitive Advantage (Your Ownable Space) 25:32 - Layer 4: Reasons to Believe (The Science and Proof Points) 28:43 - Why the Architecture keeps your Story Intact 29:52 - Best Practice: Filling out the Architecture Column by Column 31:48 - Required Inputs: Research Before You Build ABOUT POSTURE Posture is a product marketing and competitive analysis consulting company. We partner with clients to turn complex dynamics into sustained competitive advantages. Our expertise in strategy, competitiveness, GTM planning, and sales enablement helps you tell the right story based on resonant market insights, rooted in your capabilities. CONNECT WITH US: Website: posture.consulting YouTube Channel: @postureGTM #MessagingArchitecture #ProductMarketingStrategy #GoToMarket #GTM #B2BProductMarketing #Positioning #CompetitiveAnalysis #SalesEnablement #PostureConsulting

Tools, Tactics, and a Side of Side-Eye Welcome to the debut episode of the Posture Podcast — where marketing gets smart, sharp, and just a little snarky. In this kickoff conversation, Jason (President of Posture) sits down with Sarah (Head of Research) to unpack the real-world tools and frameworks that power Posture's go-to-market strategy and product marketing practice. Whether you're launching a new product or rethinking your competitive edge, this episode is your starter pack. In this episode, we break down: - How to run Landscape Analysis that actually drives strategic clarity - Buyer Needs Analysis that goes deeper than personas - Why "Competitive Research" isn’t just about spreadsheets - The power of Landscape Visualization to unlock internal alignment - What makes a Battle Card win hearts (and deals) - Messaging Architecture that supports multi-channel storytelling - Using "Heatmaps" for signal-based insight - Strategic Pricing - And how AI fits into — and sometimes muddies — all of it!! Subscribe for upcoming episodes where we dive deeper into messaging strategy, Ai competitive research, product launches, and more. #PosturePodcast #GTM #ProductMarketing #MarketingStrategy #B2BMarketing #BattleCards #messaging #AIinMarketing #CompetitiveResearch ABOUT POSTURE Posture is a product marketing and competitive analysis. We created POSTURE to partner with clients to turn complex dynamics into sustained competitive advantages. We help them tell the right story based on resonant market insights, rooted in their capabilities. Our expertise in strategy, competitiveness, GTM planning and sales enablement will benefit you in the same way.