Clayton Pritchard: How Positioning Improves Every GTM Channel

actually love um when or i'm just speaking now as uh for the audience but i do think that these tangible examples really make it um At least for me, it really makes me be like, oh, yeah, totally.

That's something that I could look at.

Or maybe that is.

Yeah.

So kudos to you.

There is something that I've heard you talk a lot about, which is this 20% lift across market once or like positioning can act as that sort of multiplier.

Yeah.

What exactly improves by 20%? Or maybe you want to put more words into

that.

So I'll say the 20% metric is one that I don't have hard data on.

And the reason for that is...

It's really just like the question that we get when I'm working with clients at Olivine is, okay, well, if I invest in this work and I update my positioning and messaging, what's the ROI I'm going to see? And as you know, as a product marketer, that's a really difficult thing to track.

And so what I basically say is, what's the ROI of improving every part of your go-to-market? And really, that's what it does, right? So if we think about...

our ad campaigns if those are converting just 10 20 better then the home our website converts 10 20 better and our sales calls all of those convert 10 20 better like what would be like the value there Now, I don't know what the actual percentage would be because it depends on your starting point.

So for some of our clients, they've already done some work.

And so the impact is maybe at the 10% or something, right? But it still can be outsized because those people tend to also be the ones who are larger organizations that are talking to more people.

They've got bigger budgets.

So a small impact can make a bigger impact.

a small change to make a bigger impact.

For instance, when I was at LinkedIn, there were some things were just like improving the login flow like half a percent.

That's millions of people or at least hundreds of thousands of people, right? So like there are some things like really small improvements and it's something that they'd already been trying to improve for 10, 15 years.

And so there wasn't a lot there left to do.

So that's one thing.

But if you're someone who, which you have some clients that they're really early stage, they don't have somebody who with the expertise who spend time on it, well, the impact there could be that maybe we are 50% or more improving everything.

in the flow because there's