Fail n' Grow · 2026-05-01 · 35 min
Charlotte Banning is the CMO at Monterro , one of the leading investment partners for B2B SaaS companies in the Nordics. With a background from companies like Salesforce and Telia, she has spent most of her career working hands-on with B2B marketing, growth, and scaling . software businesses. Today, she works closely with Monterro’s portfolio companies, helping them sharpen their positioning, messaging, and go-to-market as they move from product-market fit into scale. In this episode Charlotte explains why positioning is a leadership decision, not a marketing exercise. A lot of companies treat positioning as something you “figure out” in marketing.You run some interviews, define an ICP, adjust messaging. But if it stays there, nothing really changes. Because the real impact of positioning shows up elsewhere: - what deals you walk away from - what product decisions you make - what segments you don’t prioritise - how consistent your organisation is over time If that isn’t owned at the top, it becomes optional and optional positioning doesn’t scale. At some point you have to decide who you’re not selling to.
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