Getting your positioning right isn't about catchy slogans or buzzwords—it’s about clearly showing customers why your brand is uniquely valuable.

Jenna Crane, VP of Marketing at Triple Whale, is tackling the challenge of repositioning her company from being seen solely as an attribution tool to a complete intelligence platform.

And in our interview, she revealed insights into her effective positioning framework, storytelling strategies, and customer education methods any marketing leader can adopt.

So without further ado, let’s dive into some gems from the conversation.

Shifting perceptions: Triple Whale's three-part positioning framework

Crystallize Your Positioning With Jenna’s 3-Part Framework

When Jenna joined Triple Whale, she immediately noticed a gap between the market perception and the company's actual product capabilities.

The solution was a clear, actionable positioning strategy, blending concepts from Alan G. Lafley’s "Playing to Win" and April Dunford’s work:

Find the Sweet Spot. In our conversation, Jenna said that positioning lives at the intersection of:

• What your product excels at

• What your target audience needs

• What differentiates you from the competition

If your product doesn’t hit all three, your positioning falls apart:

Use deep customer research, internal audits, and competitive analysis to pinpoint where these areas intersect for your brand.

Harness Storytelling to Win Hearts and Minds

Jenna emphasizes storytelling as crucial for powerful marketing, leveraging frameworks inspired by Andy Raskin. At Triple Whale, storytelling bridges the emotional and rational sides of positioning:

Old World/New World: Present clear contrasts:

• Old World: Struggles with data overload, uncertainty, ineffective decision-making.

• New World: Confidence, clarity, and improved decision-making facilitated by your product.

Internal Alignment: Stories aren't just external. Triple Whale developed a strategic narrative internally to align teams and clarify messaging. Jenna's team asked direct, insightful questions—what keeps customers awake at night, what risks their job, and what advances their careers—to craft an emotionally compelling story internally first.

Educate Without Overwhelming: How to Reveal New Features Clearly

Communicating new, complex features is tricky. During our interview, Jenna shared 3 practical tactics to simplify this marketing challenge:

1. Be Specific, not General: Concrete examples of actual customer outcomes resonate best

2. Customer Stories Over Company Claims: Let customers share real stories in their own words through panels, podcasts, or testimonials.

3. Show, Don't Tell: Demonstrate new features clearly through video demos or walkthroughs.

Powerful Positioning, Storytelling, and Clear Communication Pay Off

Jenna Crane’s strategic playbook provides marketers clear pathways to sharpen their brand’s positioning, storytelling, and customer education. Adopt these actionable insights immediately:

• Focus your positioning at the intersection of capability, demand, and differentiation.

• Employ the "Old World/New World" storytelling approach to create impactful, emotional marketing narratives.

• Use specific customer stories and clear demonstrations when introducing new product features.

Our takeaway from Jenna’s interview: Make positioning and storytelling your marketing superpowers

Jenna Crane’s marketing approach at Triple Whale is a masterclass in clarity, creativity, and customer understanding.

The numbers speak for themselves. Google Triple Whale… Jenna showed us how marketers can unlock growth and confidence through strategic positioning, compelling storytelling, and smart customer education.

• Use Jenna’s three-part framework—define what your product excels at, confirm your audience needs it, and highlight what makes you truly unique.

• Leverage storytelling—paint a vivid picture contrasting the struggles of the old way versus the benefits of your solution.

• Educate through examples—skip vague claims and showcase concrete customer stories to help prospects envision real-world results.

With these insights, marketers can confidently navigate competitive markets and connect with customers.

The goal of AskCMO is to help you become a better B2B marketer. We’d love to get your honest feedback.

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