Chapter 5 Nailing Your Go-to-Market Positioning So, it’s just as important to clearly identify segments that you’re not going to go after as it is to identify your best-fit segments. Here are a few tips for working on your own target audience matrix: 1. The use case needs to be the most important use case for that specific segment. It shouldn’t be what you wish their top priority or use case was, but what it really is. It’s critical to make sure these are honest summaries about your target customers and what their top priorities and corresponding challenges really are. 2.The colorful expressions in quotes are a great way to bring each segment to life. Most of this matrix will be in professional speak, but the quotes illustrate how it’s stated between friendly colleagues. The information in this matrix will inform your company positioning and can also be the foundation for your future website copy. Exercise 2: Product Messaging The product module matrix is where you reshuffle all of your product capabilities into a structure that conveys the breadth and depth of your product. I recommend 3–5 modules total. Make sure you tediously flesh out the exact messaging for each module. If you don’t, then your sales reps and prospects will be forced to try to describe the value of each module themselves, and no one will be happy with those results. The information in this matrix will inform your company positioning o tr ome in ll bec wi ine and adl e h ome bec ur can yo on py 5 co - 3 ge pa t uc rod t p uc s on a llet od bu pr e’s it bs les we odu m te si eb w ur yo ge on pa il ta de MODULE LEADERSHIP MESSAGE REASONS TO CHOOSE (YOU) MODULE 1 Biggest impact value here (short) Short headline for this module (1 line only) Very short description • Included feature 1 ... with your proof point/enabler here • Included feature 2 • Included feature 3