Docs

Positioning Scorecard

Question it answers: Is our current positioning landing with buyers? Where does the market narrative differ from how our customers actually describe us?
Cadence: Bi-weekly
GTM owner: PMM

Data sources

Internal: cluster_search with target: 'interactions' to surface how customers describe us, our value, and our category in their own words. Current positioning claims stored in the workspace KB (the brand/positioning documents).

External: external_search { action: enrich_topic } on our core category and key positioning claims — returns the fusion divergence map showing how the external market frames the same concepts vs. how our customers talk about them.

Living Document

A bi-weekly scorecard evaluating each of our core positioning claims against the evidence. Not a subjective editorial — grounded in what customers say and what the market says. Sections:

  • Positioning claims under review — the active claims being scored this run (pulled from the KB positioning docs)
  • Claim-by-claim scorecard:
    • Claim statement
    • Evidence from customers (do they use this language? Do these themes appear in clusters?)
    • Market alignment (does the external pane corroborate or contradict this claim?)
    • Divergence signal (is there a gap between how we claim and how the market / customers perceive?)
    • Score: Landing / Partial / Not Landing
  • Top divergence this period — the single biggest gap between our positioning and market/customer reality
  • Emerging language — words and phrases customers use that we're not using in our messaging but probably should
  • Recommended messaging adjustments — specific, evidence-backed edits to claims or messaging hierarchy

Bi-weekly cadence. PMM reviews and promotes before distributing to content, sales enablement, and leadership.

Page

A live view of positioning health for ongoing monitoring.

Stats row:

  • Number of active positioning claims being tracked
  • % of claims scoring "Landing"
  • Top divergence theme (from most recent run)

Table — Claim scorecard: One row per claim — claim text, customer evidence strength (strong / partial / weak), market alignment (aligned / divergent / contradicted), overall score. Color-coded by score.

Radar chart: Positioning health across claim categories — shows which types of claims (value, differentiation, category, persona) are landing vs. struggling.

Bar chart: Cluster themes ranked by frequency — surfaces the language customers actually use, for comparison against active claims.