# Whose job is positioning?

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

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Yesterday, I [wrote about](https://mirror.xyz/axalane.eth/l7SunoKrLcOUg6Zl8H5Cqcz_fzYCbu8AhBrrOVxH8l8) some of the adverse effects that the wrong positioning can have on a startup. So whose job is it to get it right?

While I'm a bit biased, I think product marketing should lead the effort. But it requires involvement from all aspects of the business.

Why?

*   Your founder and/or CEO knows more than anyone about your company's strategy.
    
*   Sales knows more than anyone about the alternatives prospects are considering – and how any existing positioning is landing.
    
*   Marketing has data about whether leads are converting and advancing – and within which customer segments.
    
*   Product knows more than anyone about what makes your product unique.
    
*   Customer success knows more than anyone whether your product is living up to the expectations your positioning sets.
    

\-Doug​

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/whose-job-is-positioning)*