Mike chats with April Dunford, a leading expert on product positioning in the B2B tech industry. April shares her journey from aspiring doctor to becoming a renowned marketer and author of two seminal books, 'Obviously Awesome' and 'Sales Pitch'.
April dives into aspects of competitive positioning, the difference between positioning and messaging, and the strategic use of storytelling in sales. April also covers the importance of engaging internal teams in the positioning process and sheds light on the impact of trends like AI on market positioning.
April is a globally recognized expert in positioning for B2B technology companies. She has extensive experience as a vice president of marketing at venture-backed startups and is now a successful consultant. April is the author of 'Obviously Awesome' and 'Sales Pitch', both highly recommended reads for marketers and entrepreneurs looking to redefine their market strategies.
(00:00) Introduction and Guest Welcome
(00:24) April Dunford's Books and Their Origins
(03:20) April's Career Journey and Early Experiences
(06:30) Developing a Positioning Methodology
(12:17) The Importance of Positioning in Marketing and Sales
(17:36) Sales Pitch and Storytelling in Sales
(28:37) Impact of Positioning on Internal Teams
(31:32) The Role of Trends in Positioning
(36:27) Conclusion and Final Thoughts
