Positioning shouldn’t live in a single PMM deck. The most effective GTM teams treat it as a live, evolving asset -shaped continuously by customer feedback from first touch to renewal. This panel explores how to build positioning and messaging that’s informed by the entire lifecycle, not just a launch moment. Panellists from across GTM will share how they capture and use feedback from discovery calls, pilots, implementations, and renewals to evolve the story in market. You’ll walk away with: - Practical ways to capture and synthesise feedback from sales calls, win/loss reviews, CS conversations, and support tickets into positioning updates. - Real examples of how changing the narrative mid‑cycle (not just at launch) shifted close rates, expansion, or retention. - A simple in‑room exercise to map where feedback currently dies in your organisation—and quick wins to plug those gaps.