Positioning
Everything we’ve published on Positioning, newest first.
PositioningThe Document Foundation writes down six conditions for adding AI to LibreOffice, and says none are met yet
LibreOffice's maker published six conditions an AI feature must meet before shipping, and says none currently qualify.
Sienna Mcpherson · 5 min read
PositioningSoftware has the shortest average CMO tenure of any industry, at 27 months
Software CMOs have the shortest average tenure of any industry, and most 2026 hires have never done the job before.
Sienna Mcpherson · 4 min read
PositioningGorgias put its own AI agent in a public benchmark, and published every place it lost
Gorgias benchmarked its AI agent against 17 rivals in public and published where it lost. SaaStr says more B2B vendors should do the same.
Sienna Mcpherson · 4 min read
PositioningMartech category labels have stopped describing products, and a blind test shows buyers can't tell CRMs apart
Vendors reshuffle category labels every year, but a blind test found buyers can't tell rival CRMs apart on messaging alone.
Sienna Mcpherson · 4 min read
PositioningOpenAI now discloses when its AI misbehaves, and few software marketers have written their own accountability document
OpenAI just started disclosing its AI's failures. A school district already wrote the accountability document most vendors still lack.
Sienna Mcpherson · 4 min read
PositioningAI search is now the top media challenge, and buyers are answering it with brand spend
The IAB makes AI-driven search the top media challenge, and the budget it unlocked is going to brand, not tactics.
Sienna Mcpherson · 4 min read
PositioningHalf of Linear's work is agent-created, and Salesforce says its UI isn't the product
Agents create half the work inside Linear and Salesforce says its UI isn't the product. What that changes for software marketers.
Sienna Mcpherson · 5 min read
PositioningThe positioning audit: twelve questions that reveal what you’re actually selling
Most software doesn’t have a marketing problem — it has a clarity problem. Run this audit before you write another word of copy.
Dana Levin · 14 min read