How to Build a Competitive Positioning Map That Reveals Market Gaps
Plot your competitors on two axes that matter to buyers and find the white space where you can win. Step-by-step positioning framework.
A positioning map is the single most underused tool in B2B marketing. By plotting competitors on two dimensions that matter to your buyers, you can visually identify where the market is crowded and where opportunities exist.
The hard part isn't making the map. It's choosing the right axes. Generic dimensions like 'price vs. features' produce useless maps. The dimensions should reflect actual buying criteria from your sales calls and win/loss interviews.
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This guide covers how to choose meaningful axes, gather the data to plot competitors accurately, and use the resulting map to inform your positioning, messaging, and product roadmap.
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