Skip to content
Contents

1. Revenue systems

2. Builds

3. The operator

4. Writing

5. Journal

6. Resume

7. Appendix

228 wordsby CONNOR J. LAUGHLIN

Platform narrative and ICP intelligence.

A five-pillar positioning framework tied to proof, and the ICP work underneath it.

Outcome

Built a five-pillar positioning framework tied to proof and buyer outcomes.

Pillar to proofThe five-pillar positioning framework as built. Columns are the pillars; the bands are what each pillar carries: a buyer outcome, the proof artifact behind it, and the approval state of that proof. Pillar names are withheld.PILLAR NAME WITHHELDBUYER OUTCOMEPROOF ARTIFACTAPPROVAL STATEFIVE PILLARS
FIG_012 [ Pillar to proof ]The five pillars, drawn with the buyer outcome, proof artifact, and approval state attached to each.

Positioning falls over when nobody can prove it. I built a five-pillar framework where each pillar carries a buyer outcome and the evidence behind it, then wired it into the ICP definitions sales works from. The pillars stay unnamed on this page on purpose.

The case

  1. 01The problem

    The company had multiple acquired brands, complex service lines, and commodity claims that made sales language inconsistent.

  2. 02What I built

    I built a master GTM narrative, ICP intelligence system, buyer trigger maps, competitive claims index, 5-pillar positioning framework, proof library, do and don't language guide, and a sales-ready messaging architecture.

  3. 03What changed

    Sales, marketing, RFP, and executive teams had a shared source of truth for what to say, what to avoid, and what proof supported each claim.

  4. 04Why it mattered

    Compliance review reads every claim that leaves the building. A pillar with no evidence row attached does not survive that review.

  5. 05What it proves

    A multi-line business made commercially legible, pillar by pillar, with the proof attached.

Proof

Chapter figures

stakeholder interviews and alignment gates
Governed intake. stakeholder interviews and alignment gates. Interviews, alignment gates, and executive sign-off before deployment. Counts are withheld..
positioning framework
5-pillar. positioning framework. shared across sales, marketing, and RFP.

Systems built

  1. Master GTM narrative and intelligence brief
  2. ICP intelligence system with buyer triggers
  3. 5-pillar positioning framework
  4. Competitive claims index and proof library
  5. Do and don't language guide for sales and RFP

Chapter details

Scope
  • Stakeholder interviews
  • ICP intelligence
  • positioning architecture
  • claims register
  • enablement.
Stack
  • Messaging system
  • Proof library
  • Claims register
  • Enablement
Governance
  • Claims register with verified / directional / projected status
  • versioned messaging
  • voice and style rules

Governance notes

  • Product or solution outcome metrics are not used as personal achievement claims
  • Artifact word and line counts stay internal; only the system narrative is public
  • Claims register tracks each public claim with source, status, and approver

In the interview

I build positioning as a governed system: clear claims, clear proof, and language rules that hold under sales pressure.
Email Connor

Open to VP of Marketing & GTM, Head of GTM, VP Revenue Operations, and GTM engineering roles at AI-native B2B SaaS and PE-backed growth companies that build the tools of change. Chicago, hybrid or remote.