What we do
Firebrick is a strategic consultancy exclusively focused on positioning strategies that accelerate revenue, valuation, and category leadership for B2B tech companies. Through our unique Positioning Alchemy Revenue Ignition Process, we deliver a fresh narrative that wakes up the market, meaningfully connects your value with buyers, and drives clear differentiation. We help you stand out and show why you matter. No one will ever see your company the same way again — including you.
Strong, differentiated corporate positioning is foundational for B2B tech success and a hallmark of every significant category leader. A company’s North Star. For most companies, this is really hard to do. “Me too.” Low ACV. No buyer urgency. Too low in sales cycles. We shift the focus from features and “geek speak” to a promise that changes your customer’s world. Get ready to wow buyers, “own” a distinct corner of the category and cut through the noise.
Firebrick Revenue Ignition Process
Preparation and Assessment
We immerse ourselves in your business, diving deeply into revenue drivers, sales cycle challenges and customer and market perceptions. We also want to fully understand your technologies. Through interviews with your executives and key sales, product and support teams — as well as your customers — we quickly determine what’s working (and what’s not). We combine these insights with a thorough review of your existing positioning along with analyst research and a survey of the competitive landscape. We integrate it all to create a thoughtful assessment to frame and focus the positioning initiative.
Strategy and Storyline Development
The magic begins in an “all-hands” immersive workshop as we come together to imagine more. We align your executive team through an in-depth, “buyer-centric” process that ignites debate on buyers, the “problem solved” category and differentiation strategies. We explore alternatives for reframing your company and creating a viewpoint and fresh vivid language that awakens executive buyers to your value. Once we have alignment on these positioning elements, Firebrick develops and presents initial storyline concepts. Together, we then shape and refine these ideas into a single, powerful narrative that compels target buyers and builds enduring differentiation and category power.
Firebrick can continue the journey with you as a committed advisor to validate and refresh your positioning, mobilize planning and enable field sales teams. As the positioning is rolled out and the market reacts, we provide strategic counsel on issues that arise and conduct periodic reviews/refinements to keep the positioning fresh, impactful and relevant. At the same time, we up-level your marketing team’s positioning skills through knowledge transfer and training to become positioning ninjas.
We help you operationalize your Positioning Story to the point of revenue. We’re not done until it is internalized and activated by your field sales and channel teams. The litmus test for any effective positioning is how well it transforms the sales organization to shorten sales cycles and drive new revenue. Through focused learning events, we help cement your sales team’s grasp of your new positioning in different sales situations through education, role-playing, peer training and certifications.