Own the position only you can claim.

We help B2B startups build positioning only they can claim, then get the whole team telling one story.

Book a positioning chat

What’s it like to work
with True North

Founders, product managers, and GTM leads on what changed once the positioning clicked.

Straight from Founders, Product Managers and GTM leads who turned "we're not saying it right” into "this is exactly it.”

Martin Kievit
Founder & CEO, Greenvoltis
“Elina and her team were instrumental in our product launch. Smart, fast, creative, and just the right kind of pressure to keep things moving. I would recommend True North without a doubt.”
Benedek Herman
Founder & CEO, Voovo
“Super organized, packed with ideas, and brilliant with AI. Transparent about expectations and outcomes. Just a great product marketer.”
Shauna Dowling
Sr Product Manager, Autodesk
"Elina brings a lot of expertise paired with strong experience.
Go with strong opinions held loosely, be open to conversations on improvements with tried and tested methods"
Yiorgos Nikoletakis
Founder & CEO, 100mentors
"If you’re a founder or product leader seeking not just product marketing advice, but someone who will embed with your team, amplify your message, and build with urgency and heart, look no further."
Meg Kendall
Head of Strategy,The Climate Hub
“A product marketing powerhouse. Sharp thinking, deep expertise, and a talent for turning scattered ideas into a story that lands.”

From pre-seed to Series C:
€110M+ raised by companies we’ve worked with.

The Shift

In the age of AI, everything moves faster.
Positioning still decides who wins.

The Problem

Two paths to positioning.
Both stall.

In-house moves

too slow

Your team is close to the product and stretched thin. Positioning slips behind shipping, and the story never gets sharp.

Agencies skip the real questions

They rush to messaging and visuals before anyone has answered what the product is, who it's for, and why a buyer picks you.

So the story stays

fuzzy

Launches wobble, the website wanders, and sales, product, and marketing each tell a different version.

Clear positioning takes alignment on three questions:

what problem you solve, who you solve it for, and why a buyer picks you over the alternatives.

When stakeholders don't align on these,

you don't have a product problem, you have a positioning problem

Clear positioning takes alignment on three questions:

what problem you solve,

who you solve it for, and

why a buyer picks you over the alternatives.

When stakeholders

don't align on these,

you don't have a product problem, you have a positioning problem

The Solution

Positioning only you can claim, and
the assets to run it.

Built from the ground up for B2B software startups, not retrofitted from work made for larger companies. Three things make that work.

Lightweight process

Fast sprints, not long timelines and layered teams.

Startup-friendly

deliverables

Give launches, sales, and customers one clear narrative.

Positioning that

stays relevent

Win-loss and analyst programs keep your position sharp.

Book a positioning chat

Before / After

From fuzzy to focused.

What changes with
True North?

When the position is clear, everything downstream gets easier. A sharper website, stronger launches, sharper sales storytelling, and senior PMM help that fits a startup's pace and budget.

Without True North

Your message changes every meeting.

Your homepage blends into the category.

Positioning waits behind the next ship date.

Sales improvises a different pitch each call.

You need product marketing help, but not another full-time hire yet.

With True North PMM

Buyers get what you do in one read.

Your homepage names a position

the next tab can't.

Your first assets go live in weeks.

Sales, product, and customer teams tell the same story.

You get senior PMM firepower without the FTE.

Train your team

Done with you.
Build the muscle in-house.

Build the story.
Build the muscle

Prefer to run positioning yourselves? We train your team to do it, using the same process we'd run for you.

This workshop is your hands-on playbook for building a sharp internal PMM function, from positioning to GTM to competitor intelligence and beyond.

What your team walks away with

Sharper website messaging

Turn positioning into a website story buyers get in one read.
Confident launches
A repeatable way to build launch messaging, align stakeholders, and ship with less chaos.
Better enablement
Sales and customer messaging your reps actually use.
A win-loss program
Run interviews, spot patterns, and turn buyer truth into GTM decisions.
Smarter analyst relations
Prep for briefings, sharpen the analyst story, and act on the feedback.

Book a workshop

Find your voice.
Own your space.

Two ways to get there. We run positioning and build the assets for you, or we train your team to run positioning themselves.

Meet your PMM partner

What our partners loved

Martin Kievit

Founder & CEO,

Greenvoltis

“Elina and her team were instrumental in our product launch. Smart, fast, creative, and just the right kind of pressure to keep things moving. I would recommend True North without a doubt.”

Meg Kendall

Head of Strategy,

The Climate Hub

“A product marketing powerhouse. Sharp thinking, deep expertise, and a talent for turning scattered ideas into a story that lands.”

Ali Hosseini

Sr Product Manager,

Swat.io

“We worked on launching an AI feature for our monitoring dashboard. Their strategic positioning and clear messaging helped drive adoption and made the value of the feature instantly clear to users.”

Fabio Manfreda

Sr Project Manager,

Prewave

"Always sharp, fast, and one step ahead...Their ability to quickly grasp our business & tailor guidance to our needs stood out. It felt like a true partnership, not just a consultancy."

Yannis Kourtis

Sr Product Designer,

Welcome Pickups

“Elina's deep expertise means she understands exactly what actions will drive the most impact... Collaborating with her is both reassuring and energizing."

Benedek Herman

Founder & CEO,

Voovo

“Super organized, packed with ideas, and brilliant with AI. Transparent about expectations and outcomes. Just a great product marketer.”

Alexander Porsch

Managing Director,

Nexphase

“Elina has a unique ability to listen to various stakeholders, and synthesize their perspectives into a cohesive and powerful story."

Hubert Kucharski

Chief Commercial Officer, raicoon

“We worked on AI product launches. The experience was constructive, results-driven, and out-of-the-box. If you're looking for the right marketing team to launch an AI product, here it is.”

Schulaxshan A.

Sales Team Lead,

Optimuse

“We worked on solution pages. Very comfortable to work with. Very reliable and always an open ear for feedback. Definitely worth it. The service and knowledge the team brings is exceptional.”

Yiorgos Nikoletakis

Founder & CEO,

100mentors

"If you’re… seeking not just product marketing advice, but someone who will embed with your team, amplify your message, & build with urgency & heart, look no further."