Messaging & Positioning: Bringing Clarity to a SaaS Transformation
Challenge
When I joined Collage Group in April 2023, the company was preparing to launch its first-ever SaaS app, but was still operating as a services-led organization. We needed to integrate this new product into our existing offering while repositioning the company as a modern insights provider. This required a fundamental shift in how we told our story—both externally and internally. With only Figma mocks and an ambitious vision, the product was still in its earliest stages. The success of the company’s transformation hinged on how clearly and credibly we could tell that story, all while respecting the legacy that had built the business to date.
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Approach
I led a comprehensive messaging and positioning refresh to lay the foundation for a unified narrative; a source of truth that would guide go-to-market efforts, align internal teams, and clearly articulate the purpose and value of our SaaS-driven transformation.
I started with discovery, listening to client conversations, interviewing internal teams, conducting a competitive audit, and mapping the needs and pain points of our ideal customer profiles to Collage’s solutions. From these insights, I created a messaging canvas that translated our value into business outcomes and defined what Collage is (and isn’t) to avoid market confusion and sharpen differentiation.
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Outcome
The strategic work turned into execution: I helped rebuild the sales deck and demo talk track, overhauled Collage’s homepage with value-driven copy and updated imagery, and ensured consistent messaging across onboarding materials and go-to-market channels. Partnering with Collage’s Chief Product & Technology Officer, I also led multiple internal enablement sessions to build team-wide confidence in how we described and delivered our new offering.
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The refreshed messaging and positioning helped reposition Collage as a modern, SaaS-enabled insights partner. It aligned internal teams around a unified product story and laid the foundation for a new go-to-market strategy. By bridging vision with execution and helping teams speak with one voice, I helped accelerate the company’s transformation while building momentum for future product growth.