# Whose job is positioning?

**Published by:** [Doug Lane](https://paragraph.com/@axalane/)
**Published on:** 2022-03-30
**URL:** https://paragraph.com/@axalane/whose-job-is-positioning

## Content

Yesterday, I wrote about 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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