In a crowded market, good positioning isn't enough. It has to be defensible. It has to be provable. And it has to show up in the numbers... or it's just noise. Join Bethan as she explores the mechanics of how PMM leaders build differentiation that actually holds in markets where competitors are circling, messaging is converging, and leadership wants more than a compelling narrative. Key takeaways: - How to identify and build differentiation that's genuinely defensible, not just distinct today, but hard to replicate tomorrow - The frameworks that connect positioning decisions directly to commercial outcomes, so PMM's impact is measurable, not assumed - How to stress-test your positioning against competitive pressure before the market does it for you - What "provable impact" actually looks like in practice and how to present it in a way that shifts how leadership values the PMM function