If you ask me, positioning is one of the hardest things to get right with a SaaS product.
When the signups aren't coming in, a lot of marketers and/or founders will start to think the problem is their product. So you'll see people give up or develop extra features so that they can get more users or customers.
But I think that's the wrong first step.
A better first step is to ask whether you're correctly positioned in the first place.
This twitter conversation I had recently with @devbasu and @jeremygurewitz goes deeper on that.
Dev's article on the Powered By Search blog goes into even more detail about this, offering a practical framework for finding the correct positioning.
The most difficult part of positioning is the execution
Getting your positioning wrong leads to a whole slough of problems. Your content and messaging across your website and ads will be off. The channels where you advertise to reach new customers will perform poorly, and your costs to acquire customers will be higher.
This is one of my 2 core beliefs about SaaS marketing (the other is that the only opinion that really matters is your customers').
You can know that positioning is important without being able to do it effectively. And the main reason that people don't do it effectively, in my experience is that they don't have a system or framework for thinking about it.
That's why I love that Dev's B2B SaaS Positioning Canvas uses 7 different areas to help create a more accurate picture of where a product is positioned.