Strategic positioning – saas
GROWTH STARTS WHEN YOU STOP
sounding like everyone else.
I work with SaaS companies at $5M–$30M ARR to find what actually makes them different — then turn that uniqueness into your competitive advantage.
30 minutes. Honest read. No pitch.
WORKED WITH
sound familiar?
YOU CAN SEE THE GAP.
yOU JUST CAN'T CLOSE IT.
The funnel is leaking. Traffic comes in, trials start, demos happen — but conversion is lower than it should be for the product quality you’re delivering. So you run more ads. Hire another SDR. Try a new tool. The needle doesn’t move.
Marketing feels like a black hole. Budget goes in. Reports come back — impressions, clicks, MQLs — but nobody can tell you with confidence what’s working and what’s burning cash. The campaigns look busy. The pipeline doesn’t reflect it.
And underneath all of it: the team doesn’t fully agree on who you’re for. Sales is pitching one ICP. Marketing is writing for another. Product is building for a third. Every cross-functional meeting relitigates the same disagreements. Decisions take longer than they should because nobody has a shared answer to the most basic question — who is this for, and why would they choose us?
These feel like separate problems. They’re not. Funnel leaks, wasted spend, and team misalignment almost always share the same root: unclear positioning. Fix that, and the rest moves fast.
THE OTHER SIDE
When positioning is right, everything else stops being hard.
When you know exactly why your best customers chose you — and what made them stay — something shifts. It’s not just a better tagline. You stop competing on features and start competing on fit. That’s a structural advantage. It compounds.
Sales stops chasing the wrong deals because the ICP is sharp enough to filter them out. Pricing reflects what you actually deliver — not what felt reasonable three years ago. Product has a validated roadmap. Marketing has a message it can write to. The team stops arguing about direction because the direction is obvious.
Against competitors: you stop trying to beat them at everything and start owning the specific thing they can’t match. Not better. Different — in a way that matters to the right buyer.
Execution doesn’t get harder. It gets faster. Because everyone is finally pulling toward the same thing.
ICP
One specific best-fit customer profile the whole company agrees on — including who you’re not for.
Pricing
A business model and pricing structure that reflect the value you deliver, not the number you guessed at launch.
Alignment
Sales, marketing, and product working together from the same answer to the same question — finally.
Edge
A specific reason buyers choose you over them, that your competitors can’t simply copy or outspend.
How it works
Decisions that come from the market, not the meeting room.
01
Find the real problem first
The symptom and the cause are almost never in the same place. The fastest way to find the actual problem is to talk to the people who bought, the people who didn’t, and the people selling. That’s where we start — before any strategy is written.
02
Build from market reality
Positioning built on internal assumptions doesn’t hold in the field. Every decision — on your message, on your ICP, on where to compete — gets tested against real signal: We validate with customer interviews, competitive data, pipeline patterns.
03
Execute, don’t just advise
I don’t hand over a deck, or a PDF, and disappear. I get in the room — with the product team, with marketing, with the founder — and do the work. Strategy that isn’t executed is just an opinion. The goal is change you can see in the numbers.
results
Numbers that come from doing the work, not describing it.
10x
Scale from $200k ARR to $2M ARR in just under 5 months
40+
B2B SaaS companies taken through positioning — privately, not in a cohort
3x
Successful fundraises supported with positioning and building traction numbers
500+
Teams using the proprietary positioning framework through Miroverse
case study – aimfox (Product-led)
The product was strong. The traffic was there. But only 0.35% of visitors became paying users — and nobody could explain why clearly enough to fix it.
After a full funnel diagnosis and positioning overhaul, visitors finally understood what they were getting fast enough to stay. The conversion rate moved to 2.14%. $7500 clients converted without a sales touch point. That improvement compounded directly into revenue — from $200K to $2M ARR in five months.
0.35%
2.14%
visitor-to-paid conversion rate
$200k
$2M
ARR in 5 months
case study – Yukka (Sales-led)
The funnel that didn’t convert. Wasteful ads that didn’t attract. LinkedIn content that didn’t resonate.
We addressed all of the above to create a growth engine that connected with the right audience, guided them through the funnel, resulted in warm SQLs.
Delivered Accenture, ERM.com, Bridgestone, and 7 regional banks for a pipeline value of $4M.
Resulted in a $3.5M funding round.
0%
37%
visitor-to-registered conversion rate
dry
$4M
In the pipeline
$3.5M
In funding
“Working with Andrej has been an absolute pleasure. He integrated into the team quickly and has, over the past 18 months, become an invaluable sparing partner whose opinion I could always rely on. I can only recommend him and believe he can be a valuable asset for any growing company”
Oliver Berchtold, Yukka CEO
andrej persolja
not a consultant.
A project owner.
I’m a fractional growth leader (CMO / CGO) for SaaS companies that need someone to own growth. I work directly with CEOs, CMOs, and founders — not as an advisor who hands over a deck, but as someone who gets in the room and does the work alongside them.
The difference isn’t just methodology. It’s ownership. I don’t produce recommendations. I produce outcomes.
I’ve spent more hours in customer interviews than I’d care to admit. I’ve fixed more funnels than I can count. The one thing they keep confirming: the market always knows where the biggest opportunities are before the company does. My job is to surface that and then do something about it.
Not sure if this is something you actually need?
Most people who land here aren’t. That’s what the first call is for — an honest read on where you are and whether this is the right fit. No proposal sent before we’ve spoken.
If it’s not the right fit, you’ll know in the first 10 minutes.