Positioning Drift
GTM ConceptWhen a vendor's external competitive story migrates toward the market it wants to win, away from the customers it actually serves and the outcomes it reliably delivers.
What it means for GTM
Positioning drift is the parent failure mode. The vendor’s competitive narrative stops describing what customers repeatedly hire it to do and starts describing the market it wants to inhabit. The product may be fine; the story is unmoored. Every term in this cluster is a specific shape drift takes.
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