Season 2
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Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi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 ...