Craft Message
You give: Your target customer, key benefit and what sets you apart.
You get: A positioning statement in three lengths, a message hierarchy, versions to test and answers to objections.
For CMOs, founders and product marketers
Sharpen your B2B positioning.
The decision it helps with: how to position your product, which market to win first and what to say in each channel.
Describe your product, buyers and rivals, and get a draft of each step in the IMPACT positioning method with hypotheses to test, or a full audit with a score.
Where it works: in a web browser with no sign in, in Claude as a connector (including Claude Code and Cowork), in ChatGPT, in Gemini through the Helix GTM Suite skills package, and in Cursor, VS Code and Windsurf as an MCP server.
8positioning tools
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What is IMPACT? IMPACT is a free web app and AI connector for CMOs and marketing teams, with eight positioning tools built on the IMPACT framework, which Shashwat Ghosh, an AI native fractional CMO who builds his own GTM tools, created. Describe your product, buyers and rivals, and each tool returns a structured positioning draft with hypotheses to test, or a full audit. To use it in a supported MCP client, add https://impact.gtmhelix.com/mcp; you do not need to sign in.
What you get
Your positioning and message, in one picture
The message house IMPACT's Craft Message tool gives back, drawn from its own example answer.
Positioning statement, tagline and pillars
Craft Message: a cloud security product for cloud security leads at mid size fintech companies
Our product helps cloud security leads at mid size fintech companies get fewer critical cloud exposures.
“Fewer critical cloud exposures”
The resultFewer critical cloud exposures
The differenceExposure based ranking of every misconfiguration
Why it is safe to buyAn answer to “We already have a tool for this”
The same message for each buyer
Craft Message: audience lines from the same example
- ChampionSOC or cloud security lead: fewer critical cloud exposures, instead of periodic manual cloud audits
- Economic buyerCISO: measured in critical exposures open and alerts per analyst
Every benefit stays an unproved value hypothesis until you add a measured result with its period and source. Open Craft Message to run it on your product. When four or five roles on your team need to agree on the buyer, the alternative and the claim in one meeting, open the B2B Positioning Workshop to compare their views side by side.
[01] Start here
Start with one of these 3 tools
Each one opens with a fictional example, not customer evidence. Replace it with your own facts before you press Run.
IMPACT Full Audit
You give: What your product does, who you serve and the problem you solve.
You get: An input completeness score out of 100, areas to work on next, tagline options and a 30 day plan.
Pinpoint Value
You give: Your target customer, their main outcome and what only you do.
You get: Three versions of your unique claim, a value matrix, proof points ranked in tiers and questions to test the claim.
[02] Tools by the decision on your desk
What are the 8 IMPACT tools?
Is our positioning working?
- IMPACT Full AuditYou give What your product does, who you serve and the problem you solveYou get An input completeness score out of 100, areas to work on next, tagline options and a 30 day plan
- IMPACT Framework GuideYou give One IMPACT phase to focus on, or none for all sixYou get The IMPACT positioning method phase by phase, with the working frameworks and templates for each
Who buys, and what do they compare us with?
- Identify ChampionsYou give What your product does and the problem it solvesYou get Your likely champion, economic buyer and technical influencer, with warning signs and a path to develop your champion
- Map AlternativesYou give What your product does and its category, plus any competitorsYou get The alternatives buyers weigh, the whitespace to claim, a positioning map and a plan against each alternative
What do we claim, and which market do we win first?
- Pinpoint ValueYou give Your target customer, their main outcome and what only you doYou get Three versions of your unique claim, a value matrix, proof points ranked in tiers and questions to test the claim
- Anchor MarketYou give What your product does and the segments you are weighingYou get A score per segment, a recommended first market, a market sizing framework and a three year expansion path
What do we say, and where?
- Craft MessageYou give Your target customer, key benefit and what sets you apartYou get A positioning statement in three lengths, a message hierarchy, versions to test and answers to objections
- Translate ExecutionYou give Your positioning statement, target customer and key benefitYou get Drafts for your website, LinkedIn, cold emails, sales deck and demo, and a channel priority matrix
When a tool is not enough: if the decision needs more than one answer, talk it through in a call. Book 45 minutes with Shashwat.
[03]
Who is IMPACT not ideal for?
- Teams that need buyer research done for them: IMPACT structures your positioning as hypotheses, and you test them with buyers.
- Anyone who needs live competitor data: the tools do not look anything up. They work from what you type about your market and rivals, and anything they add themselves (such as common complaints in a category) is marked as something to check with buyers.
- Teams that need a saved history: answers are not stored, so save each draft wherever you keep your positioning work.
[04]
How do I use IMPACT?
- In your browser: open a tool above and press Fill in an example to see how it works, then run it with your own details.
- In supported MCP clients: add IMPACT once as a custom connector (no sign in is needed), then ask in plain words. For the steps, see Use it in Claude, ChatGPT or Gemini.
Questions people ask
Is there a free B2B positioning tool or MCP server I can use in supported MCP clients?
Yes. IMPACT, by Helix GTM Consulting, has eight positioning tools built on Shashwat Ghosh's IMPACT framework. They identify champions, map alternatives, pinpoint value, anchor a market, craft the message and translate it into execution, and there is also a full positioning audit and a framework guide. It is for CMOs and marketing teams, and every result is a draft with hypotheses to test.
Is there a free tool that writes a positioning statement and message hierarchy?
Yes. Craft Message in IMPACT takes your target customer, key benefit and what sets you apart, and returns a full positioning statement and a one sentence version, a message hierarchy, versions to test and answers to objections. IMPACT Full Audit adds tagline options and a 30 day plan.
How can a B2B company find a market category it can own?
In IMPACT, Anchor Market scores the segments you are weighing, recommends a first market, and gives you a market sizing framework and a three year expansion path. Map Alternatives lists the alternatives you provide and suggests positioning hypotheses to test.
How do I use IMPACT in supported MCP clients, and is it free?
IMPACT is free to use, with no account, sign in or API key. Add https://impact.gtmhelix.com/mcp as a custom connector in Claude (web, desktop or mobile), in ChatGPT on plans that allow developer mode, or in Cursor, VS Code or Windsurf; in Claude Code, run claude mcp add --transport http impact https://impact.gtmhelix.com/mcp. You can also run the tools in a browser on this site.
Does it use AI to write the answers?
No. Each tool applies fixed rules in the IMPACT code to the inputs you give it. It does not call an AI model and does not look anything up. When you use it from Claude or another assistant, that assistant writes its reply around the tool's answer.
What happens to what I type?
It is sent to this site's server, used once to build the answer, and dropped when the answer is sent back. What you type and the answer are not stored, and nothing you type is logged. Only an anonymous count of tool calls is kept. The privacy page has the details.
How to read the answer
Each tool returns a structured positioning analysis or messaging draft built from fixed rules across the six steps of the IMPACT framework: champions, alternatives, value, market anchor, message, and execution. Where your inputs leave out a fact or metric, the output uses bracketed placeholders and labels any benchmark as an example figure to replace with your own.
What to do next
- Founder: Start with Full Audit or Identify Champions and Map Alternatives to lock down who buys your product and what they compare you against.
- CEO: Use Anchor Market and Full Audit to align leadership and the board on your category anchor, beachhead segment, and core positioning.
- CMO: Run all six IMPACT steps in order to build your positioning foundation and translate it into website, sales, and campaign messaging.
- CRO: Use Map Alternatives, Pinpoint Value, and Translate Execution to give sellers clear competitive comparisons and pitch language.
- Demand generation head: Use Craft Message and Translate Execution to turn your positioning into ad copy, landing page headlines, and outbound hooks.
Why come back
Re-run these tools when you launch a new product line, move into a new market segment, or see a new class of alternative show up in sales calls. The tool applies the same fixed rules every time. It does not call an AI model, and this site does not keep what you enter.