Episodes
Getting to the Root of the "We Have No Differentiation" Problem
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 wi...
Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi
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 gur...
How to Frame a Sales Conversation
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 ...
From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky
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 ...
Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors
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 ...
Mastering Messaging for B2B Tech with Emma Stratton
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 B2...
Rethinking Marketing and Storytelling with Martina Lauchengco
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 Califor...
Rethinking Sales Strategies for Modern Markets with Loren Padelford
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 appr...
A Buyer-Centric Approach to Competitive Positioning
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 develop...
Arming Sales Teams To Win in the Market, with Brent Adamson
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 research...
The Role of Market Category in Differentiation
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 mark...
Postman's Positioning Journey: 500K Customers & $5.6 Billion Valuation with Abhinav Asthana
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 solutio...
Why Positioning Does Not Make the Jump From Marketing to Sales
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 ...
A Marketers Guide To Using The Sales Pitch
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...
Mastering Strategy, Vision, and Positioning
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, discussin...
Using Trends To Enhance Your Positioning
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....
How To Think About Competition
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 ...
How to Manage a Big Positioning Change
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 t...
Bruno Aziza (Google, CapitalG) Shares How He Helped Reach Scale At Startups and Big Tech
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 Cap...
Master the Art of Selling With My New Book
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.aprild...
How to Create Marketing and Sales Alignment
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 t...
Mapping Positioning to a Story Using Insight
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 tha...
How to Use Positioning in Sales Qualification and Discovery
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 dis...
Positioning at a Startup Vs. a Big Company
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 positioni...