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Positioning & Messaging

How to Position SaaS Softwarefor Enterprise Buyers

STP framework specifically designed for GIS and location-analytics solutions. Learn to position your geospatial software for complex enterprise sales cycles.

12 min read•By Justin Griffioen•Updated December 2024

Enterprise geospatial software sales require sophisticated positioning strategies that address both technical requirements and business outcomes. Unlike consumer products, geospatial solutions must navigate complex procurement processes, multiple stakeholders, and lengthy evaluation cycles.

This guide provides a proven STP (Segmentation, Targeting, Positioning) framework specifically designed for location intelligence and GIS software companies selling to enterprise markets.

The STP Framework for Geospatial SaaS

Segmentation

Identify Enterprise Geospatial Segments

Define distinct market segments based on use cases, industry verticals, and organizational size.

Key Considerations:

Government & Public Sector (smart cities, planning)
Enterprise (logistics, retail, telecommunications)
Environmental & Resources (agriculture, mining, energy)
Engineering & Construction (surveying, infrastructure)

Targeting

Select High-Value Target Segments

Prioritize segments based on market size, growth potential, and competitive positioning.

Key Considerations:

Market size and revenue potential analysis
Competitive landscape assessment
Internal capability and resource evaluation
Go-to-market strategy feasibility

Positioning

Craft Compelling Value Propositions

Develop differentiated positioning that resonates with technical and business stakeholders.

Key Considerations:

Technical differentiation for GIS professionals
Business value articulation for executives
Competitive advantage communication
Use case-specific messaging frameworks

Common Positioning Strategies

Technology Leader

Position as the most advanced or innovative solution

When to Use:

When you have clear technical advantages

Example:

"Leading edge AI/ML capabilities for spatial analysis"

Ease of Use

Emphasize simplicity and user experience

When to Use:

Complex incumbent solutions dominate market

Example:

"No-code geospatial analytics for business users"

Integration Hub

Position as the central platform connecting systems

When to Use:

Fragmented technology stacks are common

Example:

"Universal connector for all geospatial data sources"

Industry Specialist

Deep specialization in specific vertical markets

When to Use:

Generic solutions don't address specific needs

Example:

"Purpose-built for smart city infrastructure management"

Enterprise Stakeholder Mapping

Technical Evaluators

GIS analysts, data scientists, IT architects

Focus on: Performance, integration, technical capabilities

Business Decision Makers

Department heads, VPs, C-level executives

Focus on: ROI, business outcomes, strategic value

Procurement & Legal

Procurement teams, legal counsel, compliance

Focus on: Security, compliance, contract terms

Messaging Framework Template

Core Value Proposition

"For [target segment], who struggle with [key problem], our [product] provides [unique solution] that delivers [key benefit], unlike [alternative approach]."