ISV Advisory
Strategic positioning for AI product companies navigating the enterprise market
Use the Value–Cost–Risk framework to position your AI products, make informed roadmap decisions, and communicate architecture tradeoffs to customers.
Why ISVs Need VCR-Aligned Positioning
Enterprise buyers evaluate AI products through the lens of Value (use case fit, time-to-value, performance), Cost (activation energy, data readiness, TCO), and Risk (security, governance, choice). Our research shows that ISVs who align their positioning and roadmaps to these decision factors win more deals and retain customers longer.
The Overlay vs Embedded architecture distinction matters deeply to buyers. We help you articulate your pattern clearly, own the tradeoffs, and position for portfolio strategies where customers adopt both patterns strategically.
What We Do
VCR Positioning Workshops
Score your product against the 9 VCR decision factors. Identify positioning gaps, competitive differentiators, and messaging opportunities that resonate with enterprise buyers.
Overlay vs Embedded Roadmaps
Map your current architecture, assess migration paths, and build roadmaps that acknowledge pattern tradeoffs. We help you communicate “why now, why later” to customers and internal teams.
Vendor Gallery Positioning
Prepare for inclusion in vendor galleries (like those we publish). Understand how buyers compare solutions, what filtering criteria matter, and how to position for portfolio buying behavior.
Competitive Intelligence
Monitor how competitors position on VCR dimensions and architecture patterns. Identify whitespace opportunities and risks in your market positioning.
Sales Enablement Materials
Develop VCR-aligned sales decks, battle cards, and objection handlers. Train your team to speak the buyer's language and address concerns around value, cost, and risk.
Messaging & Content Strategy
Align your website, product docs, and marketing content to VCR decision factors. Create content that addresses buyer concerns at each evaluation stage.
Who This Is For
AI Product Leaders
VPs of Product, Product Managers, and GTM leaders at AI-native companies or ISVs adding AI capabilities. You need to position products effectively and make informed roadmap decisions.
Platform & Ecosystem ISVs
Companies building on Salesforce, ServiceNow, Workday, or other platforms who need to position AI offerings within existing ecosystems and navigate platform-native vs third-party dynamics.
Early-Stage AI Startups
Pre-PMF to Series B companies figuring out enterprise positioning, architecture patterns, and how to communicate value to sophisticated buyers.
Ready to Position Your AI Product for Enterprise Success?
Let's discuss how VCR framework positioning and architecture pattern clarity can accelerate your sales cycles and improve win rates.