In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions. You will learn: (00:00) Why Value and Objection Handling Aren’t the Same * Value drives purchase decisions, w...
Feb 27, 2025•25 min•Season 2Ep. 16
In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as weaknesses in different markets. * Opportunities for challenger brands to carve out niche markets. * The differences between platform and tool positioning and their respective advantages. * Competing with legacy brands. * Competing against free or low-cost products. * Appealing t...
Feb 13, 2025•29 min•Season 2Ep. 15
In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t? You will learn: * The misconception that competitors can easily replicate differentiated features. * How architectural...
Jan 30, 2025•25 min•Season 2Ep. 14
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 sa...
Oct 17, 2024•28 min•Season 2Ep. 13
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...
Oct 03, 2024•34 min•Season 2Ep. 12
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 ...
Sep 19, 2024•29 min•Season 2Ep. 11
In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more. You will learn: * The key responsibilities of a good product marketer. * Why product marketers should...
Aug 15, 2024•37 min•Season 2Ep. 10
Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies. In this episode, first I define value vs. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market...
Aug 01, 2024•32 min•Season 2Ep. 9
In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging. You will learn: * How B2B and B2C are different and each comes with their own unique challenges and opportunities. * How to differentiate between positioning, messaging, and copywriting. * The value of flexible m...
Jul 18, 2024•42 min•Season 2Ep. 8
In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian. You will learn: * How a VP of Marketing required team members to talk to two customers every week. * Observing customers in the field to deepen your knowledge about how they use your products. * Conducting customer interviews to understand the bigger context. * Win/los...
Jul 04, 2024•48 min•Season 2Ep. 7
In today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert. You will learn: * The limitations of the predictable revenue playbook and alternative approaches. * How Salesforce pioneered cloud-based software and introduced a new way of thinking about how software gets delivered and sold. * How the rise of ad networks and digital ads made it easier to reach many potential customers faster. * Why the traditional sales process...
Jun 13, 2024•43 min•Season 2Ep. 6
In today’s episode, I explore the different types of competitors you face and how you can position yourself against each of them. You will learn: * How different departments or groups in a company (e.g. sales, product development, etc.) view and define competitors differently. * The 3 types of competitors: (1) status quo competitors, (2) direct competitors, and (3) “do nothing” competitors. * Positioning yourself against status quo competitors requires nailing your value versus the status quo, a...
May 30, 2024•31 min•Season 2Ep. 5
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 Challenger Sale concept and how the term "challenger" refers to salespeople who teach customers about their industries and challenge their assumpti...
May 16, 2024•51 min•Season 2Ep. 4
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 the opening scene of the movie Baby Driver.) * Understanding your product/company's unique value proposition before determinin...
May 02, 2024•19 min•Season 2Ep. 3
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. In today’s episode: * How Postman's positioning evolved from a product-focused approach to a platform-focused approach, with different po...
Apr 18, 2024•34 min•Season 2Ep. 2
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. * Communicating value and positioning product consistently across all sales calls, even for new sales reps. * What happens when marketing creates positionin...
Apr 03, 2024•37 min•Season 2Ep. 1
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 pitch structure Why all content should target the proper persona Examples of graphics used to educate buyers Other types of content that can be structure...
Nov 16, 2023•23 min
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 investors vs. pitching to potential customers The importance of adapting positioning An explanation of Geoffrey Moore’s “bowling pin” strategy Exampl...
Nov 09, 2023•21 min
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 deep into the world of trends. You’ll learn the following: The difference between markets and trends How trends can be layered on top of your differ...
Nov 02, 2023•22 min
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 you gain from naming and positioning your competitors when you’re small How to combat lies and negativity from your competitors Thanks for listening! — ...
Oct 26, 2023•23 min
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 changing your positioning after an acquisition How to test your new sales pitch after you change your positioning And more I also want to mention my new ...
Oct 19, 2023•29 min
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 principles. This means defining your set of beliefs, particular identity, and your core center of design for your product. Why you should be competing ...
Oct 12, 2023•43 min
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 figured today’s episode should be about why I wrote this book. I certainly didn’t start my career thinking I would end up helping so many businesses w...
Oct 05, 2023•35 min
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 you need structure to bring together marketing, sales, and product teams We’re getting so close to the launch of my next book, Sales Pitch ! You can p...
Sep 28, 2023•24 min
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 book, Sales Pit c h, on Amazon! If you’ve enjoyed the content I’ve been sharing, this is the most wonderful way for you to show your support. I sincerel...
Sep 21, 2023•24 min
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 discovery My unique sales pitch structure Also, you can officially pre-order my next book, Sales Pit c h, on Amazon! I’m incredibly proud of this book ...
Sep 14, 2023•23 min
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 Determining when a positioning shift is needed for a big company Why the size of a company can complicate positioning The difference between company, divisi...
Sep 07, 2023•29 min
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 the brains behind several other startup ventures. We discuss: Why context matters as much as the product Why people don’t buy products, they h...
Aug 31, 2023•37 min
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 marketing strategy The core of sales and marketing is understanding your differentiated value How to build the story for your positioning — If you want to ski...
Aug 24, 2023•19 min
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 popular marketing trends • The importance of figuring out what works for YOU — If you want to skip ahead: (00:00) Today’s topic: how to know if y...
Aug 17, 2023•37 min
