1. Purpose
To provide a structured process for conducting a client discovery + positioning workshop that results in a clear market position statement and inputs for ICP & messaging.
2. Scope
- Applies to new clients or major repositioning projects.
- Facilitated by Marketing Consultant / Account Lead.
- Output feeds into: ICP (Doc 2), Messaging Pillars (Doc 3).
3. Objectives of the Workshop
- Understand the client’s business model, goals, and context.
- Identify target audience and market positioning.
- Map competitors & differentiators.
- Define north star positioning statement (draft).
4. Pre-Workshop Preparation
- Share Workshop Brief with client (agenda + expected outcomes).
- Collect pre-reads: website, pitch decks, competitor links.
- Setup workspace (Figma/Miro/Google Docs).
- Confirm participants:
- Founder/CEO (vision)
- Sales Lead (pipeline reality)
- Marketing Lead (current messaging)
5. Workshop Agenda (2–3 hours)
| Stage | Activity | Tools/Methods | Output |
| Intro (15m) | Align on goals & process | Slides, Miro | Shared understanding |
| Business Context (30m) | Client explains product/service, goals, challenges | Whiteboard prompts | Raw notes on context |
| Market Landscape (30m) | Explore competitors, trends, alternatives | Competitor map | Competitor grid (features, pricing, positioning) |
| Customer Insight (45m) | Discuss ideal buyers, pain-points, buying triggers | Persona canvas | Draft ICP notes |
| Positioning Draft (30m) | Co-create positioning statement + 3 differentiators | Message house template | Draft positioning statement |
| Wrap-Up (15m) | Review, assign actions, confirm deliverables | Shared doc | Action list + owners |
6. Post-Workshop Actions
- Summarize notes → prepare Discovery Report.
- Extract:
- ICP draft → feeds into Doc 2.
- Messaging cues → feed into Doc 3.
- Share report with client for validation.
- Store final report in
Marketing > Clients > Discovery.
7. Roles & Responsibilities
| Role | Responsibility |
| Facilitator (Consultant/Marketing Lead) | Run session, guide exercises, capture insights |
| Client Stakeholders | Provide inputs, validate context |
| Analyst/Strategist | Convert raw inputs into structured outputs |
8. Governance
- Every new engagement must start with this workshop.
- No campaign planning until positioning statement draft is signed off.
- If gaps remain, a follow-up 1-hour session scheduled.
Outcome:
- Clear Positioning Draft Statement (who you are, who you serve, how you’re different).
- Inputs for ICP + Messaging EPICs.
- A validated foundation for all marketing execution.