If you are “full-service,” you are unpositioned.
Positioning for professional services (agencies, consultancies, law, accounting) fails when the statement lists capabilities. Buyers hire an outcome they have already failed to get in-house. Name the buyer, the failed alternative (internal team or a bigger firm), and the artifact you leave behind.
Trust and proof over features. The alternative is often “hire a generalist” or “use the holding-company shop.” Your difference is a method and a deliverable, not a vibe.
Northline — a 12-person GTM consultancy. Alternative is a generalist agency that staffs juniors after the pitch.
Northline (GTM consultancy)
| Field | Filled |
|---|---|
| ICP | B2B SaaS, $5–30M ARR, first dedicated PMM hire pending |
| Alternative | A full-service agency or a fractional CMO with no artifacts |
| Statement | For Series B product marketers who need a positioning and GTM packet in 30 days, Northline is a specialist consultancy that leaves filled templates, not a slide novel. |
Almost never. Buyers hire “positioning help” or “GTM help.” Use those words.