Positioning & GTM for Tech Startups
Turn your product's
edge into pipeline
We help early-stage Cloud and Cyber founders find what makes them unique, to whom, and build the marketing and sales infrastructure to prove it.
Free Positioning AuditThe root cause is almost always upstream.
Not the SDRs, not the leads, not the market.
12-week GTM acceleration program
The Challenge
Why most positioning falls short
the surface
Most companies do some version of buyer research — a few customer calls, a competitor scan, a workshop. Partial research with surface-level inputs produce surface-level positioning.
Every category now has 10+ players claiming to be AI-powered, developer-first, and enterprise-grade. The words have stopped meaning anything. When your positioning doesn't claim territory that's genuinely yours, buyers can't tell you apart.
The most common instinct after raising a Series A is to go broad — more personas, more use cases, more verticals. But positioning that tries to speak to everyone resonates with no one.
The price of getting this wrong
compounds every month
Our Solution
We research it. We build it.
We make sure it works.
500+ data points of buyer and competitive research, turned into positioning, messaging, and sales assets, all delivered and implemented in one engagement.
Data first, opinions second
Before we ever meet, we've already mapped your competitive landscape, buyer language, and market signals. Then founder workshops surface what data can't. The result: positioning that's differentiated, credible, and yours.
Framework to live assets in 30 days
Homepage copy, sales deck, outbound sequences, battlecards — all written for your specific buyers and deployed across every channel.
Where the real advantage compounds
Your sales team gets walked through every asset — the positioning logic behind it, not just the words. Weekly founder syncs, a direct Slack channel, and iteration based on how the market responds.
What to expect from
the GTM R&D
When you target the right buyer with the right message, everything downstream converts better.
Outbound actually
gets better
Reply rates go up when the message hits a problem buyers actually relate to.
Higher Website
Conversion
Your homepage speaks to the buyer's world instead of listing features.
Demo calls convert
to pipeline
First calls land because your sales deck tells a story the buyer already believes.
Consistent GTM
that's memorable
From website to outbound, every touchpoint tells the same story.
Pricing
The GTM R&D Package
Three months of buyer research, positioning, and sales enablement — delivered and implemented, not just strategized.
Find out exactly
where your positioning
is falling short
We score your positioning against your direct competitors across 7 dimensions and show you exactly what to fix in a free 30-minute walkthrough.
Free Positioning AuditWhy Innit Labs
Most services stop at the strategy deck.
We build the entire GTM around it.Others stop at the strategy deck.
We build the entire GTM around it.
Most positioning is based on a few founder interviews. Ours is built on 500+ data points — what your buyers actually say, what competitors miss, and where the market is moving.
You don't need another strategy deck. You need assets your team can use on Monday morning — homepage copy, sales deck, outbound sequences, battlecards — all written and ready to deploy.
Positioning that sales can't use is wasted. We build both sides together — so the story on your homepage is the same one your AE tells on a call. No translation layer, no handoff gap.
Positioning only works once it hits the market. We stay embedded for 30 days after launch — adjusting messaging based on real buyer reactions, not guessing from the sidelines.
About Us
The Marketing and Sales
who actually liked each other.
We built GTM together at Zesty, and grew revenueARR from $1M to $25M in 2 years.
Innit Labs is that same partnership, now available to your team.
Engineer turned CMO. After a decade in engineering, Ido shifted to product marketing and never looked back. He's built positioning and messaging for over a dozen Cloud Infrastructure and cybersecurity startups.
- Head of Product Marketing at Spot by NetApp
- VP Marketing at Zesty
- Fractional CMO: ControlMonkey
- Fractional CMO: Radiant Security
I hired both Ido and Alex and watched them build Zesty's GTM together. What made them unusual is that they actually operated as one unit — positioning, messaging, and sales execution all moving in the same direction. They're the rare combination of strategic and hands-on, and they never ship anything they don't believe in.
Frequently asked questions.
Absolutely. Most of the companies we work with already have marketing talent in-house. What's usually missing isn't headcount — it's the foundational positioning and messaging that everything else should build on. We create that foundation so your marketing person can execute on solid ground instead of guessing.
Because specialization is exactly what we preach. We've spent our careers in these markets — we understand the buyers, the competitive landscape, the technical nuance, and the sales cycles. That depth is what lets us move fast and deliver positioning that actually resonates with your specific audience.
A marketing hire and a sales hire operating on broken positioning costs $135K in six months — before ad spend. Our engagement delivers the positioning foundation, finished GTM assets, and sales enablement in 12 weeks. The ROI math isn't close.
We don't disappear. We offer ongoing advisory for positioning reviews, competitive updates, campaign iteration, and sales coaching. Most clients keep us on retainer because GTM isn't a one-time project — it's a continuous process that needs to evolve with your market.
Deliverables go live by week 8. Most clients see measurable changes in outbound response rates and website engagement within the first month after launch. The remaining four weeks are enablement, coaching, and iteration based on early performance data.
Stop guessing.
Get the diagnosis.
We'll analyze your positioning and show you exactly where it's falling short
in a 30-minute walkthrough.