April Dunford عمومي
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Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you' ...
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show series
 
In today’s episode, Brent Adamson and I explore what works and what doesn't work on sales teams, and Brent’s ideas for how we should arm sales teams to go out and win in the market. My guest today is Brent Adamson, a researcher, author, presenter, and thinker with a passion for “productive disruption.” You will learn: * The origins of the Challenge…
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In today’s episode, I explore why market category is a good starting point for developing great positioning. You will learn: * Viewing your market category is context-setting for your products/company. * Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes …
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In today’s episode, I talk with a technology entrepreneur about lessons related to his product initially being mispositioned in the market and also the challenges of positioning both free and paid versions of software solutions. Joining me is Abhinav Asthana, founder and CEO of Postman, an API platform for software developers to build and use APIs.…
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Welcome to Season 2! In today’s episode, I explore why positioning fails to make the jump from marketing to sales in many companies, and what common misconceptions and mistakes in positioning work should be avoided. You will learn: * Why sales teams often lack a deep understanding of positioning and its importance in the sales process. * Communicat…
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Today, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn: Why marketers at B2B companies should start with the sales pitch first An overview of buyer’s guides and the components of the best ones How to create an explainer video using the sales pitc…
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It's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I’ll share with you: The difference between strategy, vision, and positioning Pitching to investo…
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Every business wants to cash in on the latest trend, and for good reason. Trends can be powerful tools to enhance your positioning. However, it's crucial to recognize that not all trends are a universal fit for every company. Blindly adopting trends without thoughtful messaging can lead to disastrous outcomes for your business. Today, I’m diving de…
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Today, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you: Why it’s almost always a bad idea to name the competition when you’re the market leader Real-life examples of companies naming their competitors The benefit yo…
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I get asked a lot by people about today’s topic on how to manage a positioning change within an organization. It applies to big and small companies and even those going through acquisitions. In today’s episode, I cover: The times when your positioning might change How to figure out the frequency of assessing your positioning The complexities of cha…
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Today, I’m joined by Bruno Aziza, who has an incredible background in data and technology and is a dear friend of mine. He has held previous positions at Google, Oracle, Microsoft, and AtScale. He’s currently a Partner at CapitalG, which is Alphabet's independent growth fund. In today’s episode, we cover: The importance of starting with first princ…
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My next book, Sales Pitch, is finally out! I’ve been working on this project for quite some time now and am beyond excited to share it with you all! If you’d like to support me and purchase the book, visit https://www.aprildunford.com/books to learn more. I’ve also included a free workbook on that page as well. Since my book came out this week, I f…
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Today, I go deep on how to approach aligning your marketing and sales teams. It’s a topic I repeatedly hear most companies struggling with, and I’m excited to discuss the following: The definition of what a good lead is How to get marketing and sales to collaborate on a sales pitch The importance of incorporating a sales pitch testing protocol Why …
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Today, I explore how to position your sales pitch storytelling arch. You’ll learn: What people get wrong when starting their sales pitch How not to start a sales pitch Why you should start your sales pitch with an insight that is unique to your company How to structure your sales pitch storytelling arch Don’t forget you can now pre-order my next bo…
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Today, I share everything you need to know about how to use positioning in your sales qualification and discovery. I discuss: The different forms of qualification and BANT criteria The difference between qualification and discovery Why discovery is so important for your first sales call How buyers and sellers find out more about each other during d…
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Today’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including: The three things startups need to focus on for positioning Why half of B2B purchase decisions end in no decision How not to mistake marketing problems as positioning problems Determ…
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Today I’m joined by Bob Moesta, the co-creator of the Jobs To Be Done framework, a concept he developed alongside the late Clayton Christensen. Bob's expertise spans a wide range of accomplishments, including the successful launch of over 3,500 new products, services, and businesses. He's also the CEO and founder of the Re-Wired Group, as well as t…
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Today I dive deep into how to avoid bad marketing and sales and why sometimes this includes actively sharing who your product isn’t for. I go into greater detail about the following: Understanding that your product is only a part of your business How to craft great marketing and sales Why a formal positioning process impacts your sales and marketin…
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Today I cover how to know if you're getting good marketing and sales advice, and why it’s so important to carve your own path. I discuss: • What I learned from traditional marketing advice • Why traditional marketing advice falls short • The story of how a fax machine campaign became my best-performing initiative • Why you should not blindly follow…
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Today I explore developing a point of view for your business. I cover: How to build your company’s points of view What to do if you don’t know your point of view Two examples from IBM and Sampler Why features don’t matter, value does How to apply this to your sales and marketing — If you want to skip ahead: (00:00) How to develop a point of view fo…
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Today I dive into what to do with your positioning once you’ve nailed it. I cover: • How to capture positioning • How positioning makes its way into messaging • Why you should create a messaging document and what ends up happening if you don’t • What the market needs in order to understand our differentiated value • How to go from positioning to br…
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I sat down with Nick Francis, the Co-Founder and CEO of Help Scout. A few years ago I worked directly with Nick and his team to tighten up their positioning and brought him on to share their story. Together we discuss: • What the positioning of Help Scout looked like during the early days • How their positioning evolved over time • Why they utilize…
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Today we continue our conversation on translating your positioning into a sales pitch. You’ll learn: • Popular pitch structures (discovery-led, problem-solution, venture-informed) and where they fall short • Common problems to avoid when crafting your sales pitch • Why the “new way” doesn’t necessarily beat the “old way” • How focusing on the futur…
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In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face…
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Today I’m joined by renowned author and guest, Matt Dixon. We explore the concepts from his groundbreaking book, "The JOLT Effect," and uncover the secrets to winning deals and captivating customers. Matt shares how extensive research debunked a myriad of popular sales techniques, including dialing up FOMO and letting the customer do the talking. W…
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In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features and value, and I'll share tips on mastering your product walkthrough and proving your claims to customers. I also cover commo…
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