Hi, I'm Val.
Most positioning is built from the inside out, handed off as a framework, and never activated. I build it from what your buyers actually say. Then I activate it across sales, lifecycle, and partner channels.
Most positioning is built from the inside out, handed off as a framework, and never activated. I build it from what your buyers actually say. Then I activate it across sales, lifecycle, and partner channels.
When a business grows past a certain point, something breaks. The voice of the customer gets lost, the why behind the what is buried. Sales is pitching features. Emails announce updates. Partners explain your product the way they understood it two years ago. Everyone is winging it from their own version of the message.
That's not a messaging problem. That's an activation problem. And it shows up in three places:
Prospects sit through demos and don't see their problem in what's being pitched. Not because the product is wrong — because the story never got to them.
Customers get onboarded to part of the product. Churn climbs. The full story exists somewhere — just not in the touchpoints that were supposed to tell it.
Referrals fall flat. Affiliates want to advocate but don't have the language. Co-sell conversations go nowhere because nobody gave them the right frame.
This is the gap I close.
The results aren't coincidental. A 60% co-sell close rate when the baseline was 30%. Lifecycle email growing to 25% of revenue. NRR at 97%. Those numbers came from the same place every time: knowing who the buyer actually is and building everything from that.
Your sales team is pitching features. Lifecycle emails are product updates. Partners are still using messaging from your last rebrand. The framework you need is already in your customers' words. Nobody has gone and gotten it.
This also works for subscription ecommerce brands.
My experience comes from being embedded in this ecosystem for over a decade, not just as a consultant to the vendors, but as an actual buyer. I know what your customers are thinking when they get on a sales call because I've been that person. I know what questions to ask to surface the language that moves deals, reduces churn, and makes partners effective advocates instead of confused ones.
Most positioning consultants build from the inside out. They interview your team, synthesize the themes, and hand you a framework that reflects what your org believes about itself. That's not where the signal is.
The signal is in what your buyers say when nobody's selling to them. Getting to it requires knowing what to listen for, and knowing what to do with it once you have it.
That perspective didn't come from a straight line.
Most positioning work delivers a messaging framework and stops there. This doesn't. The framework gets activated in the channels where it has to perform: sales conversations, lifecycle email, and partner co-marketing. Your team gets trained on how to use it.
The core engagement. For companies that need positioning built from the buyer up and activated in the channels where it has to perform.
What's included
Not included: partner co-marketing activation, ongoing management, platform implementation
For companies that want positioning activated across every channel, and a direct line throughout the engagement for decisions that can't wait for a scheduled check-in.
What's included
For clients post-engagement. Keeps the framework current as the product evolves and the team changes.
Available to clients who have completed a project engagement. If the foundation isn't there, the retainer won't hold.
What's included each month
Month-to-month. 30 days notice to cancel.
What's included
Not included: paid media creative, platform implementation, ongoing community management
Tell me what's broken. I'll let you know if I can fix it.
Fill out the form and I'll follow up with next steps.
Engagements are three months, project-based, and start at $8,500/month. Every engagement ends with your team trained on how to use what we built, not just a document in a shared drive.
A decade in this industry and my multi-faceted experience has put me in every function, watching what moved the needle and what didn't. Each role since has added a lens.
What a sales team actually needs from positioning. What a customer success org sees that marketing misses. What a founder is really asking when they say the messaging isn't working.
The non-linear path is a feature, not a bug. It's the thing that lets me sit across from a head of sales, a CMO, and a VP of CS in the same week and know what each of them needs from the same framework.