Refine Your Positioning
The consulting landscape is undergoing fundamental transformation. Recent IBM research reveals that 75% of consulting buyers expect AI to positively impact their use of consulting services, while 66% will stop working with firms that don't incorporate AI into their offerings.
Most critically: 70% of buyers say AI will make them consolidate partnerships with fewer, more trusted organizations.
This isn't about adding AI tools to your service mix — it's about fundamentally repositioning your firm for a new era of client expectations and market dynamics.
The Positioning Crisis: Why Traditional Messaging No Longer Works
Partners who continue positioning themselves as "HubSpot implementation specialists" or "inbound marketing agencies" are positioning themselves for obsolescence. While HubSpot implementation remains critical and should still be offered, customers now seek trusted partners who can deliver more.
Here’s why traditional positioning fails:
- Your "inbound marketing" playbook is outdated. AI has completely changed how buyers research and make decisions. The tactics you learned five years ago? They don't work anymore.
- Your implementation services are being commoditized. There are AI tools doing in minutes what you charge thousands of dollars to do manually.
- Your generic "marketing agency" positioning makes you invisible. When everyone says the same thing, no one stands out.
- Your tactical project work is being replaced by demand for strategic, continuous transformation partnerships
The New Positioning Framework: From Implementer to Strategic Growth Partner
Examples of Positioning Shifts
| From (Old Positioning) | To (AI-Era Positioning) |
|---|---|
| "We implement HubSpot and integrate your tools" | "We design AI-enhanced revenue engines that scale your business through modern tactics and technology" |
| "We do inbound marketing." | "We help you accomplish what hiring more reps, marketers, and customer success people would do—without the cost or overhead—by building AI systems that augment your marketers and reps." |
| "We’re a HubSpot agency for everyone" | "We’re a strategic growth consultant specializing in [specific industries]" |
| Tactical short-project execution | Trusted long-term strategic growth partner |
| Support retainers | Continuous transformation engagements |
| Cost-based pricing | Value-based pricing tied to business outcomes |
“Two years ago we changed our positioning. We now say we help companies disrupt, dominate, and evolve in their markets. There’s no mention of ‘we implement HubSpot’ in that positioning. Of course we do that—but it’s not the headline. That’s been key in shifting how the market sees us.”
Daryn Smith, CEO at Huble
The Four Things You Must Do to Fix Your Positioning
1. Lead with Business Outcomes, Not Features or Activities
Here's the shift you need to make: Instead of talking about what you do, talk about what happens as a result.
Your clients don't get excited about "automated email sequences"—they get excited about "40% higher conversion rates with 80% less manual work."
Ask yourself this: When clients work with you, what actually changes in their business? That transformation is your real value proposition.
“We’ve always focused on redesigning marketing, sales, and service processes before we implement. Now we’ve added a third lens: which of these processes can be automated or enhanced by AI agents? That’s helped us reposition to have a consultative conversation instead of just a tech one.”
Daryn Smith, CEO at Huble
2. Create Something Uniquely Yours
The most successful agencies aren't using generic processes—they're developing their own intellectual property.
They create frameworks like "The AI GTM Transformation Framework." They build assessment tools that competitors don't have. They develop AI templates and workflows that reflect their unique approach.
Here's what works: Take your best process and give it a name. Document your methodology. Make it repeatable and teachable. Then lead your conversations with that framework.
This isn't about being different for the sake of being different—it's about packaging your expertise in a way that clients can understand and value.
3. Choose Your Specialization
The "we serve everyone" approach isn't working in today's market. Clients want specialists who deeply understand their specific challenges.
Consider these approaches:
Industry specialization: "We help manufacturing companies modernize their sales processes through AI-enabled systems."
Problem specialization: "We solve pipeline inefficiencies for B2B SaaS companies using AI-powered lead scoring and qualification."
Technology specialization: "We're experts in both HubSpot and Clay, enabling unique data enrichment and automation capabilities."
Choose one focus area where you can become genuinely excellent. It's better to be known for solving one problem really well than to be forgettable across many areas.
“The big difference is how to be different. I’ve always been a minority—first mother at my company, only woman, Japanese in an Occidental community. I’m used to being different and competitive. So I say: find what you’re good at, and focus all your team’s energy on it.”
Cecilia Hayafuji, CEO of HAL
4. Build Your Authority and Expertise
If you want to command premium pricing, you need to be recognized as an expert in your field.
This means consistently:
- Publishing insights about AI adoption in your specialized market
- Speaking at industry events about transformation trends
- Creating detailed case studies that demonstrate your results
- Sharing what you're learning along the way
The goal isn't self-promotion—it's education. When you help others understand the challenges and opportunities in your space, you naturally become the person they think of when they need help.
Remember, authority isn't built overnight, but it starts with taking the first step to share your knowledge and perspective.
How to Make This Change (Without Screwing Up Your Current Business)
I know what you're thinking: "This sounds great, but I can't just flip a switch and change everything overnight." You’re right. But you can start today.
Here’s your action plan:
- Go through your website and count how many times you talk about features vs. outcomes
- Write down 3-5 specific results your AI-enhanced services deliver
- Pick one specialization you want to own
Next 3 Months:
- Rewrite your core messaging using outcome language
- Be completely transparent about how you use AI (trust us, this is a selling point)
- Create one piece of content that demonstrates your AI expertise
- Document one case study showing measurable results
Next 6 Months:
- Start charging based on value, not hours
- Partner with AI technology providers
- Build a library of AI resources
- Generate leads based on your new positioning
The Trust Factor You Can’t Ignore
Here's something critical: 90% of buyers want clear governance around AI use, and 93% will only work with companies that are transparent about their AI use.
This means your positioning must include:
- How you actually use AI tools and data
- Your ethical practices and governance
- Your proven methods for managing AI risks
- Real results from previous AI projects
Don't hide your AI use—feature it. It's a competitive advantage, not something to be ashamed of.
Warning Signs Your Positioning Is Broken
Look, if any of these describe your business, your positioning needs fixing immediately:
- You're competing mainly on price
- Clients treat you like a vendor, not a partner
- You can't explain why someone should pick you over any other "HubSpot partner"
- Prospects are asking for basic implementations instead of strategic transformation
- Your revenue has plateaued even though the market is growing
If that's you, you don't have a service problem—you have a positioning problem.
The firms that successfully make this positioning shift will not only survive the AI transformation—they'll lead it, commanding premium pricing while building deeper, more strategic client relationships that drive sustained growth.
