Chapter 4 Are You a Nice-to-Have? Chapter 5 Nailing Your Go-to-Market Positioning By Judy Loehr Prior to joining Cloud Apps Capital as a venture partner, Judy had hands-on operating roles across product, marketing, and business development at leading cloud business application companies for almost 15 years. Judy joined Salesforce in 2000 as one of the original product managers designing the product and platform. She took me under her wing and schooled me on “the Salesforce way,” when I joined the product management team in 2002. Judy moved to corporate marketing and led integrated marketing, managed the website team, and (little known fact) led the development of the original AppExchange, which launched at Dreamforce in 2005. Her career after Salesforce was devoted to consulting exclusively with cloud business application companies, helping them with their go-to-market strategies, messaging, pricing, packaging, and marketing. Some of her clients included very early-stage startups like Zuora when it was just four people, ServiceMax when it was just six people, and the Conga team when they were just a team of two. Her number one piece of advice to early-stage startups is, “Investing time to work on your positioning now will accelerate every aspect of your business [down the road].” What follows is a concise framework that you can use to nail your go-to-market positioning.