<Testimonial></Testimonial>Our programmatic technology was delivering strong results, but our narrative wasn’t reflecting the unique value we brought to the market. It does now!
Is weak positioning costing you growth?
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Let’s help you get discovered, understood and chosen. By humans and machines.
V2RSION is a B2B positioning studio for the marketing, advertising and media industry.
We have completed more than 50 positioning projects for businesses including Barb, Deliveroo, Dunnhumby, Global, Navigator, Utiq, WPP Media and Zoom Media.
Unlock your growth potential.
V2RSION. Your advantage.
<Testimonial></Testimonial>This ongoing partnership with Paul and V2RSION has continuously adapted our positioning and messaging to help us stay ahead of a dynamic market.
<Testimonial></Testimonial>V2RSION have helped us on our journey towards product / market fit, designing a new positioning that captured our innovative technology and value we created.
<Testimonial></Testimonial>V2RSION defined the Data Integrity category for Compliant, turning our positioning into a customer growth engine.
<Testimonial></Testimonial>V2RSION repositioned Barb as the innovative authority on measuring what people watch across modern TV, from broadcast to streaming and beyond.
Who_ we_ are
The world's leading positioning expert for the marketing, advertising and media industry
Paul Evans is the founder of V2RSION.
He has over two decades in international media leadership roles at Vodafone and Microsoft and five years as a fractional CMO to Data and AdTech businesses.
Campaign 40 Over 40 winner, Media Leader Future 100 member, industry columnist and keynote speaker.
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What_ problems_ do_ we_ solve
The AI era has made choice harder for buyers
77%
of B2B buyers describe their purchase process as complex
up to
60%
of B2B buying processes end in no decision or indecision
Yet only half of all businesses have developed their positioning
49%
of B2B companies have no documented positioning, or any positioning at all
76%
of low performing teams do not have clearly defined business positioning
The growth problems we solve
Positioning is not a cost. It’s investment to unlock growth.
We work with founders, CEOs and GTM leaders at scaleup to enterprise businesses who want a sharper, commercial story about why customers should choose them.
The clarity V2RSION engineered turned Azerion's portfolio breadth into one commercially-owned story that still resonates today.
Dean Nagib, UK Country manager, Azerion
How clear positioning generated +£1.5M in new revenue
Before
Fragmented story. Complicated offer.
- Multiple acquisitions created a fragmented proposition
- Different teams with different messages
- Complex to explain, hard for customers to understand
- Growth potential limited by unclear differentiation
After
One commercial story. Clear. Different. Compelling.
- "Your Digital Growth Partner" strategy anchored in "Curation and Connections framework"
- Consistent positioning, aligned across the business
- Sales and growth leaders have ownable GTM assets and language
- A platform for growth that unlocked new conversations and client opportunities
Results
1 positioning strategy & assets executed everywhere
26 new client briefs in the first 3 months
+£1.5m in new revenue
The results are transformative - generating a new excitement, belief and power in the brand with internal teams and customers alike. Paul's work reimagines the strategic heart of your business!
David Wellard, Managing Director, Zoom Media
How positioning built momentum for a new product launch
Before
Digital OOH screens seen like any other
- As a new product launch, Amped needed positioning to internal teams and the market.
- Valuable first-party data wasn't shaping the narrative.
- Outdoor media buyer conversations centered on inventory and reach.
- Advertisers struggled to connect media spend with measurable outcomes.
After
Distinctive positioning that created launch impact
- Specific Amped positioning within the Zoom Media business
- Introduced a narrative centred on Attention. Mindset. Performance.
- Aligned product, marketing and sales around one consistent GTM approach
- Shifted conversations from screens to audiences and outcomes.
Results
Highly differentiated positioning in commoditised market
Internal team and customer conviction behind launch
Extensive, positive coverage across industry publications
V2RSION cracked our positioning brief and Navigator now has the strategic clarity we needed for what's next.
Steve Rowbotham, Founder & CEO, Navigator
How positioning unlocked the next stage of growth for Navigator
Before
Strong product. Ambitious vision. Positioning not aligned for growth.
- Known as a travel specialist rather than a broader Commerce Media platform.
- Positioned alongside vertical competitors instead of infrastructure leaders.
- Performance marketing perception vs full customer journey opportunity.
- Existing positioning wasn't ready to support the Series B narrative.
After
One positioning. One growth story. Built for what comes next.
- Engineered "For Every Journey" as the defining positioning platform.
- Elevated Navigator beyond travel-specific comparisons.
- Created a clear GTM narrative for customers, partners and investors.
- Aligned leadership and commercial teams around one strategic direction.
Results
Series B-ready: Positioning aligned to the next stage of business growth.
Leadership alignment: One strategic language adopted across leadership and commercial teams.
Early market confidence: Customer conversations landing with greater clarity and conviction.
5D_ Framework
-
01
Differentiated Context
Positioning that presents a credible, clear articulation of why the business should be chosen – by who and against which competitive alternatives
-
02
Distinctive Messaging
Positioning built with authentic, ownable language that demands attention, builds memory and promotes persuasion
-
03
Directional for Teams
Positioning that unifies your sales, marketing and product teams around a compelling strategic idea and ambition
-
04
Discoverable by AI
Positioning that is rich in context, with structured meaning and semantic clarity, so machines can interpret and recommend you
-
05
Dynamic and Adaptive
Positioning that evolves in response to market, competitor and business changes, ensuring you always stand out and stay ahead
Differentiated
Distinctive
Discoverable
Dynamic
Directional
Product_ and_ pricing
How to work with us
We deliver an end-to-end positioning service across three sequential engagements: development, activation and ongoing evolution.
We combine creative judgement with AI-enabled intelligence to deliver evidence-based diagnosis, original strategies and positioning assets that you can put to work through your teams and channels.
01 Positioning Diagnostic, Strategy and Assets | £25,000
A focused project sprint that diagnoses your positioning, engineers the strategy, and builds the assets that put it to work. Authentic. Clear. Compelling. Yours.
code
> How we work
Immersion and structured analysis across category, competitor, customer and company. Development in sprints with iterative feedback. All assets tested against competitive alternatives and built for AI/LLM discoverability. Timing: c. 15 working days.
> What you get
Positioning Key (core strategic idea and language). Positioning Assets (Problem Statement, Category Definition, GTM Pitch, Value Statements, Vision, Mission, About Us, LinkedIn profile, Pitch Deck Storyboard and more).
02 Positioning Onboarding and Activation | £15,000
Take your positioning from strategy to sales. Launch, evangelise and embed the across your teams and business partners. Ready to use. Ready to sell.
deploy
> How we work
Onboarding sessions with internal teams and key business partners. Development of a First Call GTM pitch deck your people can sell from and build on. Refined across multiple projects to maximise the value of your positioning investment. Timing: c. 10 working days.
> What you get
Positioning launch and embedding across your internal teams. Business partner onboarding programmes. First Call GTM pitch deck your people can sell from and build on. Structured activation across your GTM organisation.
03 Positioning Performance and Adaptation | Custom pricing
Continued partnership that keeps your positioning adaptive, aligned and ahead of business, competitive and market change. Measured and optimised for advantage.
loop
> How we work
A custom programme for each client, from on-call strategic advice through to ongoing feedback in response to positioning signals that demand change. Independent benchmarking of buyer response and commercial contribution. Timing: Quarterly.
> What you get
Direct access to the V2RSION team for support and advice. Independent benchmarking of positioning performance. Monitoring and reporting of competitor and category movements. Versioned asset updates (major, minor, patch – as needed).