Episodes
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...
Mastering Jobs Theory With Bob Moesta
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 l...
How To Avoid Bad Marketing and Sales
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 ...
The Art of Discerning Sound Marketing and Sales Advice
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 f...
How To Develop A Point of View For Your Company
Today I explore developing a point of view for your business. I cover: How to build your company’s points of view What to do if you don’t know your point of view Two examples from IBM and Sampler Why features don’t matter, va...
So you’ve nailed your product positioning. Now what?
Today I dive into what to do with your positioning once you’ve nailed it. I cover: • How to capture positioning • How positioning makes its way into messaging • Why you should create a messaging document and what ends up happ...
Help Scout's CEO Nick Francis Shares the Evolution of Their Positioning
I sat down with Nick Francis, the Co-Founder and CEO of Help Scout. A few years ago I worked directly with Nick and his team to tighten up their positioning and brought him on to share their story. Together we discuss: • What...
Crafting a Persuasive Sales Pitch (Part 2)
Today we continue our conversation on translating your positioning into a sales pitch. You’ll learn: • Popular pitch structures (discovery-led, problem-solution, venture-informed) and where they fall short • Common problems t...
How To Translate Your Positioning into a Persuasive Sales Narrative (Part 1)
In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to...
Overcoming Customer Indecision and Challenging Conventional Sales Wisdom with Matt Dixon
Today I’m joined by renowned author and guest, Matt Dixon. We explore the concepts from his groundbreaking book, "The JOLT Effect," and uncover the secrets to winning deals and captivating customers. Matt shares how extensive...
Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors
In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features ...
How Shopify Moved Upmarket And Unlocked Billions In Growth — Hana Abaza
Today I’m joined by Hana Abaza, an experienced SaaS Marketer. Most recently, Hana served as Shopify’s Global Head of Revenue Marketing where she helped them reach billions of dollars in revenue. In today’s episode, we discuss...
Single-Product vs. Multi-Product Positioning: A Comprehensive Guide
Today’s episode is absolutely loaded with information. I cover the challenge of positioning for a single-product company compared to a multi-product company and share two specific examples on the topic. I also discuss how to ...
Understanding the Distinction Between Competitors and Competing Alternatives (And Why It Matters)
In today’s episode, you’ll learn why understanding your competition is critical for positioning and how many people get it wrong. I share a story about the deceptive nature of data and why you need to carefully evaluate bad-f...
From Cold Calls To Positioning Expert: The Story Of How I Got Here
Join me for our first episode, where I share how a simple shift in positioning saved a product from failure, igniting my passion for positioning. I’ll explore Clayton Christensen's Jobs To Be Done Framework and how it revolut...
Welcome to the Positioning Show
Welcome to The Positioning Show with me, your host, April Dunford. I am the best-selling author of Obviously Awesome and a seasoned marketing professional who has worked with over 100 companies to help nail their positioning....