Positioning with April Dunford

By: April Dunford
  • Summary

  • 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're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.
    April Dunford
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Episodes
  • Getting to the Root of the "We Have No Differentiation" Problem
    Oct 17 2024

    In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation.

    You will learn:

    * The myth of having no product differentiation and what it means for B2B technology companies.

    * The importance of understanding competitive alternatives and translating capabilities into customer value.

    * Why a lack of differentiation leads to poor sales and business growth issues.

    * How irrational buyer decisions are influenced by the need to avoid risks.

    * The concept of "value blindness" and its impact on the marketing team.

    * The dangers of focusing solely on losses while ignoring the importance of analyzing wins.

    * How "product pessimism" can spread within teams and damage overall morale.

    * The significance of cross-functional collaboration in aligning a company's positioning strategy.

    If you want to skip ahead:

    02:30 - Question of Differentiation in B2B Products

    04:29 - The Stakes of Differentiation in Buyer Decisions

    06:39 - Recognizing Value in a Product

    09:25 - Addressing Misconceptions About Differentiation

    12:50 - Understanding True Competitive Alternatives

    17:44 - The Importance of Analyzing Wins

    22:47 - The Role of Segmentation in Positioning


    Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

    Work with April: https://www.aprildunford.com/contact

    April’s newsletter: https://aprildunford.substack.com/

    April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

    April’s Twitter/X: https://twitter.com/aprildunford



    Get April Dunford’s books and audiobooks:

    “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

    “Sales Pitch: How to Craft a Story to Stand Out and Win.”

    Amazon US: https://amzn.to/49l0ZRY

    Amazon Canada: https://amzn.to/4ac9hgt

    Amazon UK: https://amzn.to/3vosDzQ



    The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

    Podcast website: https://www.positioning.show/

    Subscribe on Apple Podcasts: https://apple.co/3PFHcWx

    Subscribe on Spotify: https://spoti.fi/4aqyDqI

    Subscribe on YouTube: https://www.youtube.com/@positioningshow



    This episode was produced by Story On Media & Marketing:

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    28 mins
  • Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi
    Oct 3 2024

    In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.

    My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.

    You will learn:

    * Why traditional funnels are lazy and ineffective for understanding customers.

    * The concept of customer-led growth and how it differs from funnel-based approaches.

    * The importance of mapping critical moments of value in the customer journey.

    * The pitfalls of ignoring pre- and post-funnel customer experiences.

    * How to align teams around a profound understanding of customer needs.

    * The role of KPIs in tracking customer success, not just business success.

    * Why optimizing customer onboarding can lead to dramatic improvements in growth.

    If you want to skip ahead:

    02:30 - Why Funnels Don’t Work

    06:45 - Introducing Customer-Led Growth

    12:30 - Mapping Customer Journeys

    17:15 - Jobs to Be Done: A Game Changer

    23:10 - The Importance of Onboarding

    28:00 - Measuring Success: KPIs That Matter

    35:30 - How to Focus on the Right Customers



    Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/

    Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/



    Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

    Work with April: https://www.aprildunford.com/contact

    April’s newsletter: https://aprildunford.substack.com/

    April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

    April’s Instagram: ⁠https://www.instagram.com/aprildunford/

    April’s Twitter/X: https://twitter.com/aprildunford

    April’s TikTok: https://www.tiktok.com/@positioningshow



    Mentioned in this episode:

    * Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z

    * The Jobs-to-Be-Done methodology.



    Get April Dunford’s books and audiobooks:

    “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

    “Sales Pitch: How to Craft a Story to Stand Out and Win.”

    Amazon US: https://amzn.to/49l0ZRY

    Amazon Canada: https://amzn.to/4ac9hgt

    Amazon UK: https://amzn.to/3vosDzQ

    Apple Books: https://apple.co/3xihSzC

    Google Play:

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    34 mins
  • How to Frame a Sales Conversation
    Sep 19 2024

    In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.

    You will learn:

    * Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.

    * Pros and cons of starting with the problem statement in a sales conversation.

    * Why focusing on market changes might not be as effective as it seems in sales.

    * The challenges of relying solely on discovery at the beginning of a sales call.

    * How starting with your company’s specific value can shape the conversation.

    * Differences in framing strategies for enterprise vs. small businesses.

    * The importance of positioning yourself as an expert rather than following generic sales approaches.


    If you want to skip ahead:

    02:30 - Defining the Problem in Sales Conversations

    06:15 - Presenting Market Changes to Frame Your Pitch

    10:00 - Starting with Discovery in Sales Pitches

    14:20 - Why Problem Framing Can Fall Short

    22:10 - Benefits of Leading with a Unique Insight

    27:00 - Using Your Value to Frame Discovery

    30:00 - Practical Tips for Structuring Your Sales Pitch



    Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

    Work with April: https://www.aprildunford.com/contact

    April’s newsletter: https://aprildunford.substack.com/

    April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

    April’s Instagram: ⁠https://www.instagram.com/aprildunford/

    April’s Twitter/X: https://twitter.com/aprildunford

    April’s TikTok: https://www.tiktok.com/@positioningshow



    Mentioned in this episode:

    * April’s most recent book, “Sales Pitch” (see links below).



    Get April Dunford’s books and audiobooks:

    “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

    “Sales Pitch: How to Craft a Story to Stand Out and Win.”

    Amazon US: https://amzn.to/49l0ZRY

    Amazon Canada: https://amzn.to/4ac9hgt

    Amazon UK: https://amzn.to/3vosDzQ

    Apple Books: https://apple.co/3xihSzC

    Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books

    Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22

    Bookshop:

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    29 mins

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