News•Jan 15, 2026
Annual FP&A Market Positioning Effectiveness Assessment
Lawson Abinanti’s annual FP&A market positioning assessment reveals that 12 of 21 leading vendors fail to differentiate their messaging, sharing identical positioning statements with competitors. Three vendors also miss the mark on a credible “transform” claim, offering generic capabilities instead of radical change. Kepion’s recent shift from its long‑standing “Planning your way” tagline to a common “decisions” narrative illustrates the trend toward homogenized positioning. The analysis underscores that ineffective positioning erodes awareness, lengthens sales cycles, and jeopardizes revenue growth.
