Best Practice Report

Positioning An Offering For Market Success

July 10th, 2024
With contributors:
Amy Hayes , Jessica Troiano , Drew Zalucky


Many B2B organizations struggle to establish a market and competitive position for their products. Positioning establishes where a product fits within a market based on its target audience, market category, and distinctions. Strong positioning can help a new, innovative offering find traction more quickly or extend the applicability of an older, mature offering to new buyers. In this report, we describe the elements of positioning, demonstrate how to create a strong positioning statement, and show how it creates a foundation for an effective value proposition.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.