Market Focus and ICP
The priority markets, customer segments and buying situations for your offering. This gives sales and marketing a shared basis for deciding where to focus and which opportunities to pursue.
Talk to AnnaOffering & Positioning
Make your offering easier to understand, sell and buy.
Your customers understand what you do. But do they know what to buy, and why they should choose you?
I work with your business owners, sales and marketing to develop one commercial offering. We clarify the market focus and ideal customer profile (ICP), what those customers can buy and why they should choose you.
Book a 30-minute conversationWhat you receive
A documented offering your team can sell.
Five completed frameworks, with a validation plan for the assumptions still to test.
Positioning and Strategic Narrative
The position you can credibly own and why it matters to your buyers. Your team can explain where you fit and why customers should consider you.
Customer, Value and Differentiation Logic
The value your customers seek, why they should choose you and the evidence behind your claims. Sales can build a buying case around customer outcomes and answer “why you?” with proof.
Offering Architecture and Productisation
What customers buy, what is included and how they get started. Buyers can understand the purchase, and sales can scope opportunities without rebuilding the offering each time.
Market and Sales Narrative Framework
A shared story and message hierarchy for sales conversations, website content and launches. Sales and marketing can use the same proposition to create demand and move buying conversations forward.
How we work
From evidence to an agreed offering.
I lead the work using Murros Commercial Architecture™. Your team contributes evidence and makes the business decisions.
Establish the starting point
I review your market and customer evidence, existing services and products, and sales materials. We assess the market focus and ICP for the selected offering and agree the decisions to resolve.
Develop and decide
I develop recommendations. Your business owners, sales and marketing agree the priority segments, ICP, buying situation, scope, value and differentiation in focused working sessions.
Document and validate
You receive five completed frameworks and a validation plan. We review the proposition and record the evidence and decisions still needed.
The starting price covers one offering. Broader scopes are quoted separately, with scope and timing agreed before starting. Website production, sales materials and activation are scoped separately. Your business owns product development, delivery design and final pricing decisions.
Discuss your offering
What needs to be clearer before you can sell it consistently?
In a 30-minute conversation, we discuss your offering, where buying or selling gets stuck and whether this engagement fits. No preparation is required.
If there is a fit, we agree the scope, decision-makers and timing before I send a proposal.
Book a 30-minute conversationPrefer email? anna.hiltunen@murrosadvisory.com
Guide
A guide to defining your offering
Definitions and practical worksheets, plus the engagement’s outputs, process, responsibilities and scope. Service details start on page 19.
Download the guideLearn It
Prefer to lead the work internally?
€7,500 + VAT. A 12-month internal-use licence for the agreed scope and team, with the methodology, AI guidance, editable tools, quality gates and a 90-minute live handover.
Anna-led work and the licence can be combined by agreement.
Explore ways to work together