How to Get Engineering to Care About Your Positioning (Without the Marketing Fluff)

In the fast-paced world of startups, it's easy for marketing and engineering to operate in silos. But as a product marketer, I've learned that bridging this gap is essential for creating a compelling and authentic product positioning that resonates with customers.

The Challenge: Engineers Speak a Different Language

Engineers are a breed apart. They live and breathe code, algorithms, and technical specifications. Marketing jargon and fluffy positioning statements often fall flat with this audience. To get them on board, we need to speak their language and appeal to their logical, data-driven mindset.

My Approach: Positioning as a Technical Exercise

When introducing positioning to engineering teams, I frame it as a technical exercise in problem-solving and differentiation. Here's how I approach it:

1. Start with the Customer Problem

Engineers love solving problems. So, I begin by clearly articulating the customer problem our product solves. This hooks them in and establishes a common ground – we're all working towards the same goal of addressing a real-world issue.

2. Break Down the Competitive Landscape

Next, I present a detailed analysis of the competitive landscape, highlighting the strengths and weaknesses of each solution. This taps into the engineer's analytical mindset and helps them understand where our product fits in the market.

3. Highlight Technical Differentiators

Engineers are most excited about the technical aspects of our product. So, I make sure to highlight the innovative features, architectures, or algorithms that set us apart. This is where I can really capture their attention and demonstrate the depth of our offering.

4. Tie it Back to Customer Value

While engineers appreciate technical brilliance, they also want to see how it translates into real-world value for customers. I close the loop by connecting our technical differentiators to the customer problems we're solving and the benefits we're delivering.

The Payoff: Authentic, Technically Sound Positioning

By approaching positioning as a technical exercise, I've found that engineers become more engaged and invested in the process. They see it as a logical extension of their work, rather than a marketing exercise disconnected from reality.

The resulting positioning is not only more authentic and technically sound, but it also has the buy-in and support of the engineering team. This alignment is crucial for creating a cohesive product narrative that resonates with customers and drives adoption.

Conclusion

Getting engineering to care about your positioning is no easy feat, but it's a challenge worth tackling. By speaking their language, appealing to their analytical mindset, and framing positioning as a technical exercise, you can bridge the gap between marketing and engineering. The result is a stronger, more authentic product positioning that truly reflects the innovation and value your product delivers.