Improve your Go-To-Market Metrics through Positioning & Message Testing with Andrew Hatfield
Key Takeaways
- Positioning Is a Cross-Functional Act: Andrew's core argument: positioning isn't a marketing artifact—it's a company-wide commitment that touches roadmap, sales motion, and customer success language.
- Test Messages Before You Scale Them: Most teams launch a message, watch it underperform, and blame the channel. Andrew runs structured message tests that isolate copy, audience, and channel as variables.
- PMM Bridges Product, Sales, Marketing, CS: Product marketing is the glue function—Andrew's career thesis is that PMM authority comes from being the team that translates product reality into every other team's language.
- Bad Positioning Kills Good Products: Andrew's clients arrive with strong products and weak positioning. Fixing the words—not the product—usually moves the metrics enough to validate the whole exercise.
- Metrics Follow Message Clarity: Conversion rates, sales-cycle length, win rates—all improve when messaging gets sharper. Andrew shows the leading indicators that predict those wins.
- Iterate Positioning Like a Product: Positioning isn't set once at launch; it's iterated quarterly as the buyer matures. Andrew's playbook treats messaging as a versioned artifact, not a tablet from Sinai.
- Customer Words Beat Internal Vocabulary: The fastest positioning improvement is to mine sales calls and support tickets for the exact phrases buyers use, then mirror them. Internal jargon always underperforms customer language.
Key Topics
Dive into the latest episode of the B2B Go to Market Leaders podcast, whereAndrew Hatfieldwho has a background in technology and product marketing, discusses the importance of aligning product, marketing, sales, and customer success functions for effective go-to-market (GTM) strategies. He highlights the role of product marketing in bridging gaps between these departments and ensuring that products meet market demands. Andrew also shares insights from his career journey and the challenges CMOs face in budget allocation and decision-making.
This episode provides valuable insights into the complexities of go-to-market strategies, the importance of alignment between teams, and the benefits of continuous learning and diverse experiences in achieving professional success. Whether you’re a seasoned professional or just starting out, there are lessons to be learned from Andrew’s journey that can help guide your own path. By embracing adaptability, strategic planning, and continuous learning, you can navigate the challenges of your career and achieve success in the go-to-market space.
Choose Your Path
Make the call from where you are.
GTM TEAMS
You already have a motion. It’s not fully working at your current stage.
Fix the motion before you scale it.
FOUNDERS
You are the GTM motion. It doesn’t scale.
Make it repeatable before you hire into it.
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