If you’re like most SaaS companies, you’re probably competing with 20+ similar businesses in your space.
In 2025, offering a cloud-based solution with a subscription model isn’t unique or exciting anymore. Being a SaaS company is no longer a differentiator, it’s the norm. It’s expected.
You’re not just competing with the “old way” of doing things, those outdated legacy systems most customers left behind years ago.
Now, you’re up against both new and established SaaS products — all claiming to be “The #1 Solution for X.” This noise makes it incredibly hard for customers to figure out which solution actually fits their specific needs.
The only way to cut through the noise and win more customers is to create a positioning strategy that’s driven by real data and completely centered around your customers’ needs.
Why Your Positioning Strategy Will Decide the Fate of Your Company
As a growth marketer, I’ve seen firsthand how critical positioning is for a company’s success. My job — like any growth marketer’s — is to find the right angle and build the right strategy around it.
Our clients’ job? To build a great product.
When those two pieces align, the goal is simple: find the right customers and convince them to buy. In other words, we’re here to help clients answer the core question:
“Why should someone choose your product over any other option?”
That’s the essence of positioning. And your answer to this question doesn’t just shape your messaging — it directly impacts whether your business succeeds or fails.
Yes, it’s that important.
Get this wrong, and it won’t matter how innovative your product is, how many pivots you make, how much press you get, or how big your marketing budget is. If people aren’t buying, then nothing else matters.
You’ll just be another name in the sea of SaaS tools — another vendor adding to the noise. And you’ll struggle to gain traction because you haven’t given customers a compelling reason to choose you.
Why Most SaaS Companies Fail to Stand Out
Over the years, I’ve seen one major mistake that stops even great SaaS products from attracting the attention they deserve:
They forget the hard truth — customers don’t care about your product.
They care about how it makes their life better.
Even if you believe your product is the best, ask yourself: What is it the best at doing? Is it the most affordable? Does it have the most impressive tech specs your team is proud of? Does it offer unique features customers don’t actually value?
Or… is it the best at helping customers get what they truly want — a faster, simpler path to a better outcome?
Standing out isn’t enough. You need to position around what really matters to your customers.
At the end of the day, you have two options:
- Position your SaaS product based on what you think is great about it.
- Position it around how it actually improves your customer’s life.
Most companies pick option one. The best companies pick option two. That shift in mindset is what cuts through the noise, earns attention, and drives long-term success.
When you achieve clarity in how to position your product in a crowded market, you’ll see:
- Dramatic improvements in engagement and conversion rates
- Higher ROI on every marketing dollar
- A shorter sales cycle — days instead of weeks or months
- Faster, more profitable scaling
- A clear “North Star” that aligns every team in your company
Being able to put your ego aside and focus on your customers is the game-changer. Talk to them. Understand their challenges. And sell your product as the tool that makes their life easier.
If you can do that, growth becomes unstoppable.
The Core Elements of a Winning SaaS Positioning Strategy
It’s not easy to differentiate your product when it looks similar to others — but it’s far from impossible. The right positioning strategy helps you stand out, even in a saturated market.
Start by asking yourself these questions:
- Who exactly are you targeting?
- What ultimate outcome are they trying to achieve?
- Why do existing solutions fail to deliver that outcome?
- How does your product make your customer’s life easier?
- Can you prove it?
If you nail these answers, you’ll break through the noise and be discovered by the people who need you. Instead of ignoring your marketing, they’ll actually be relieved to find you.
They won’t have to waste time testing one tool after another, only to end up disappointed. Your messaging becomes a helpful guide — not just another pitch.
I call this approach “Guide Positioning.” Partly because I’m a redhead, but mostly because it accelerates revenue growth — fast.
