April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on giving back as much as she can. She mentors and advises dozens of startups and is an enthusiastic board member at a handful of startups. April resides in Toronto, Canada, where she enjoys spending time with her kids and small dog in a cabin in the woods.
Today, April joins me to discuss positioning for B2B tech companies. She explains how to position a product to the current market, rather than the company’s vision of the future. She discusses what product managers need to understand about their vision and the current market to craft a successful position. She explains why product positioning is most important in B2B and why positioning is different from messaging. We discuss the importance of positioning to improve marketing and sales performance and why you need to continually refine and evolve positioning over time. April also suggests the best way to develop a positioning thesis and calculate the value it will deliver to the customer.
“The best way to test positioning if you're B2B and you have a sales team is to take that positioning and translate it into a sales pitch, then test it out on qualified prospects in a sales call.” - April Dunford
This week on Innovation Talks:
- How to explore the best positioning strategy for your company
- How B2B tech companies can position themselves for their specific market
- Why weak positioning makes your sales process harder
- April’s five components of positioning
- April’s methodology for positioning that any company can follow
- How to test your positioning
- The benefits of structured sales pitches
Connect with April Dunford:
- April Dunford’s Website
- Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford
- April Dunford on LinkedIn
- April Dunford on Twitter
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