Positioning with April Dunford
April Dunford
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.
Episodes
Mentioned books
11 snips
Apr 18, 2024 • 34min
Postman's Positioning Journey: 500K Customers & $5.6 Billion Valuation with Abhinav Asthana
Abhinav Asthana, Founder and CEO of Postman, discusses evolving Postman's positioning, API-first approach, challenges of competing with free products, and importance of customer insights in product decisions.
16 snips
Apr 3, 2024 • 37min
Why Positioning Does Not Make the Jump From Marketing to Sales
Discover why positioning often fails to transition from marketing to sales, with insights on the disconnect between the two teams, challenges in aligning messaging, the importance of addressing unspoken objections in pitch decks, and customizing pitches for champions in B2B deals.
31 snips
Nov 16, 2023 • 23min
A Marketers Guide To Using The Sales Pitch
Learn how to have consistent positioning and messaging across sales and marketing. Explore the importance of aligning storytelling between marketing and sales. Discover the significance of the homepage and buyers guide in communicating value. Find out how graphics can effectively communicate complex information. Understand the intricacies of Salesforce's platform and the role of research and books.
42 snips
Nov 9, 2023 • 21min
Mastering Strategy, Vision, and Positioning
The podcast discusses the difference between strategy, vision, and positioning. It explores pitching to investors vs. potential customers and the importance of adapting positioning. The 'bowling pin' strategy is explained with examples from past experiences. The misconception of needing a story for strategy is debunked. Having a shared vocabulary within an organization is emphasized.
20 snips
Nov 2, 2023 • 22min
Using Trends To Enhance Your Positioning
Learn how trends can enhance your positioning strategies in this podcast. Discover the difference between markets and trends, how to layer trends on top of your differentiated value, and why chasing irrelevant trends is risky. Real-world examples of successful and poor trend incorporations are shared. The overview of AI technology and the right way to address it in your business are also discussed.
38 snips
Oct 26, 2023 • 23min
How To Think About Competition
Learn why it's a bad idea to name competitors as the market leader, real-life examples of companies naming competitors, the benefit of naming competitors when you're small, how to combat lies and negativity from competitors, and the significance of strong positioning and defending your territory.
21 snips
Oct 19, 2023 • 29min
How to Manage a Big Positioning Change
This podcast discusses the challenges and strategies of managing a positioning change within an organization, including the frequency of assessment, complexities after an acquisition, and testing new sales pitches. The host also shares their experiences and insights on being acquired by larger companies and emphasizes the importance of educating both sides in a joint positioning exercise.
28 snips
Oct 12, 2023 • 43min
Bruno Aziza (Google, CapitalG) Shares How He Helped Reach Scale At Startups and Big Tech
Bruno Aziza, with an incredible background in data and technology, talks about starting with first principles, competing at the service level for customers, his time as Head of Data & Analytics at Google Cloud, and approaching workplace confrontation. He also discusses his role at CapitalG.
11 snips
Oct 5, 2023 • 35min
Master the Art of Selling With My New Book
The podcast discusses the release of the host's new book, "Sales Pitch," and the importance of aligning sales pitch with positioning. It explores how IBM adopted a sales strategy influenced by "The Challenger Sale" and the effectiveness of a challenge sales pitch structure. The speaker shares their strategy for selling the product Data Mirror and discusses their search for a reliable sales pitch structure.
26 snips
Sep 28, 2023 • 24min
How to Create Marketing and Sales Alignment
The podcast discusses the challenges of aligning marketing and sales teams, including defining a good lead and collaborating on a sales pitch. It highlights the importance of involving the sales team in positioning work, conducting test pitches for feedback, and establishing methodology and structure for effective collaboration.
