Win/Loss Analysis
Why are buyers choosing you, your competitors, or nothing at all?
Behind every growth challenge is an opportunity.
Markets shift. Competitors emerge. Buyer expectations evolve. Your own product outgrows the story you’re telling.
When growth slows, something needs to change. We help you diagnose the problem, find where you can win next, and forge the path ahead.
We help companies navigate critical inflection points.
Growth strategies that deliver results.
40% → 85%
Win rate increase for an enterprise SaaS company
+115%
ARR growth after launching new pricing for an SMB platform
2.5X
Increase in product attach rate after repositioning an enterprise platform
Turn strategic challenges into clearer paths to growth.
Enter · Move into new markets
Market Expansion & GTM
Are you ready to expand into a new market?
We’ll identify where you have the strongest right to win, determine what it will take to succeed with those buyers, build a focused GTM strategy, and help your team put it into action.
Ideal for
Teams evaluating new verticals, segments, use cases, or markets.
You’ll walk away with:
A prioritized view of your highest-potential markets
Market sizing to quantify growth potential
Buyer insights including pain points and buying criteria
An assessment of your right to win and gaps to address
Positioning, messaging, and packaging recommendations
A GTM strategy for entering your priority market
Expand · Grow beyond your core product
Platform Expansion & GTM
Are you struggling to get customers to invest beyond your core product?
We’ll help you turn new capabilities into a bigger growth opportunity by creating a platform story and aligning your packaging and GTM strategy around how you want customers to buy and expand.
Ideal for
Companies struggling to turn a growing portfolio into greater adoption, ACV, and customer value.
You’ll walk away with:
A clear platform narrative aligned around customer needs
Pricing and packaging to drive broader adoption
A GTM plan and enablement to take the story to market
Updated messaging for your website and pitch deck
A prioritized list of your highest-value expansion segments
A cross-sell and expansion strategy for existing customers
Evolve · Reposition for what’s next
Messaging & Positioning
The market has changed. Has your story?
Buyer expectations, competitors, and categories are shifting fast. We’ll uncover what changed, where your positioning falls short, and what buyers value now, then build a differentiated story and GTM strategy that helps your team win.
Ideal for
Companies with declining win rates, stalled deals, new capabilities, or an evolving business that needs sharper positioning.
You’ll walk away with:
A diagnosis of why you’re losing or landing in “no decision”
A competitive strategy that identifies where you can win
Differentiated positioning grounded in what buyers value
Messaging that makes your value clear and drives urgency
AI prompt instructions so every new asset stays on message
Field-ready sales tools, talk tracks, and enablement
Differentiate · Stand out in a crowded market
Differentiation Transformation
Are buyers treating your product like a commodity?
When buyers see your solution as interchangeable, every deal becomes a negotiation. We’ll uncover what buyers genuinely value, identify the unique value you can credibly own, and align your positioning, narrative, and pricing and packaging around that value.
Ideal for
Companies facing commoditization, pricing pressure, or a crowded market where buyers struggle to see meaningful differentiation.
You’ll walk away with:
Clear insight into what buyers value and will pay for
A differentiated value proposition built for where you win
A competitive strategy centered on your strongest differentiators
A pricing and packaging model aligned to customer value
Messaging that shifts the conversation from features and price to business value
Sales enablement to defend and sell that value
Disrupt · Take on the market leader
Challenger Brand Playbook
Taking on Goliath? Change the game to one they can’t win.
We'll pinpoint where the market leader is weakest and turn it into your strategic wedge: an underserved buyer, unmet need, or capability gap. Then we'll build a focused challenger GTM strategy to get your foot in the door and expand.
Ideal for
Challenger brand taking share from an established leader, especially when competing head-to-head isn't working.
You’ll walk away with:
A clear view of how the market leader wins and where they’re vulnerable
Insight into underserved buyers, needs, and use cases
Your strategic wedge and the right-to-win story behind it
Challenger positioning that makes buyers rethink the default
A GTM plan for prioritizing and winning target accounts
Battlecards, sales tools, and enablement for the field
Get answers to your thorniest questions
When the stakes are high, assumptions aren't enough. We uncover the buyer, customer and competitor insights you need to make better decisions.
Competitive Analysis
What are competitors saying, selling, and doing? Where are they most vulnerable?
Health Checks
What are your most important customers really thinking before renewal?
Message Testing
Will your new positioning resonate before you take it to market?
Product marketing leadership for every stage.
Interim Executive
For high-stakes transformations that require immediate senior leadership.
Rebecca runs the function, establishes the strategy, partners with exec leadership, and builds the team for a seamless transition to a permanent leader.
Embedded Leader
For transformations that need sustained, hands-on leadership.
Rebecca embeds with your team to lead priority workstreams, manage PMM day to day, partner with sales and leadership, and drive critical launches and GTM initiatives.
Strategic Advisor
For sustaining momentum after a strategic transformation is done.
Rebecca provides ongoing strategic perspective and coaching to keep your PMM leader and team moving in the right direction.
Periwinkle Agency sees what others miss.
Periwinkle Agency brings the market perspective, buyer insight, and product marketing expertise to figure out what changed, where you can win, and what needs to change to get there. We turn that thinking into positioning, value messaging, GTM strategy, and the tools your team needs to execute.
Why Periwinkle Agency →
The leadership behind Periwinkle Agency.
Periwinkle Agency is led by Rebecca Colwell, a product marketing executive with 20 years of experience helping B2B SaaS companies navigate high-stakes growth moments, from early-stage companies finding their footing to public companies evolving for their next phase of growth.
Rebecca brings deep context, genuine curiosity, and a sharp strategic lens to every engagement. She asks the questions that cut to the core, listens closely to customers and teams, and turns complexity into clear recommendations and a way forward. And she doesn’t stop at the strategy. She rolls up her sleeves to help make it happen.
A credible voice in product marketing, Rebecca is also a podcast host, frequent public speaker, and writer on product marketing, growth, and AI. Rebecca leads every Periwinkle engagement, from the first conversation to the final deliverable.
Connect with Rebecca →Working with Rebecca
Periwinkle Agency is led by Rebecca Colwell. Here’s what leaders and teams say about working with her.
“Rebecca turns competing priorities into clear product strategy. She listens to customers closely enough to spot the pattern hiding in their requests, and that pattern usually points to the right direction.”
EVP, Chief Data Officer, Yext
“If you want product marketing pros who know how to make complex products clear, compelling, and effective, Rebecca and her team are the real deal. They bring the strategy, execution, and creativity to make product marketing magic happen and, most importantly, deliver results.”
CEO, Lemonade Education
“Rebecca is one of the best messaging and positioning minds I’ve worked with. She can take even the most mundane B2B SaaS challenge and find the story in it, turning it into something compelling, memorable, and human.”
Director of Marketing Programs, Yext
Need help? Let’s talk.
Book a free 30-minute consultation.