If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.” In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don’t work. And she gives us a better way to position products to win.  


S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

Presented by Pavilion, Powered by Casted &amp; Produced by Share Your Genius The tide has turned, b2b buyers and sellers interactions have changed.  Introducing a podcast series, The Marchitect, for b2b (product) marketing executives.  Each episode will feature in-depth advice from executives who will tell you how they built impactful teams, optimized go-to-market efforts, and enabled customer-facing teams.  The Marchitect is an easily digestible way to learn from your peers as you aspire to be an Architect of Growth. Welcome, and enjoy this podcast. Visit https://www.productmarketingcommunity.co to get access to all of the latest and greatest product marketing content!  


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When was the last time your marketing team talked to an actual customer? It’s time to change that. And Kevin ‘KD’ Dorsey is here to tell you why. 
 With over a decade of experience in sales and marketing, current SVP of Sales & Marketing at Bench Consulting, KD is well-versed in how to elevate your sales and marketing alignment. From driving urgency to strengthening your sales and marketing alignment, KD has tips, practical advice, and real-life stories to share. You won’t want to miss this one. 
 In this episode, you’ll learn:Why you can never know too much about your customersHow to multithread your sales process and speak to each person on the buying committeeAnd understand the connection between urgency and conversion.
 Jump into the conversation: [02:40] Why you MUST understand your customer [05:40] KD’s 6 must-ask questions [09:40] Optimizing conversion with ‘want’ [12:09] What is multithreading? [24:30] The friend zone of sales 
 Connect with KD: https://www.linkedin.com/in/kddorsey3/ Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/ Product Marketing Community: https://www.productmarketingcommunity.co/ Presented by Pavillion https://www.joinpavilion.com/ Powered by Casted https://www.casted.us/ Produced by Share Your Genius https://www.shareyourgenius.com/

S3 E9: Navigating Sales & Marketing Alignment with Kevin "KD" Dorsey

In this replay episode, join our host, Rowan Noronha, as he discusses how to price with confidence with Jason Oakley (Founder, Productive PMM), Mark Stiving (Founder, Impact Pricing), and Kyle Poyar (Operating Partner, OpenView). Your pricing structure is your top profit lever. It can boost profits much more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price. Why is pricing underdeveloped in most companies? And how can companies do better? In this episode, pricing gurus Mark and Kyle explain which function should own pricing (cough, product marketing) and how to choose the right pricing strategy.

REPLAY: Pricing with Confidence with Kyle Poyar (OpenView), Mark Stiving (Impact Pricing), & Jason Oakley (Productive PMM)

“Product marketing needs to captain your product launch.” A bold statement. And one that our host, Rowan Noronha, and our guests, Jason Oakley and Yi Lin Pei stand behind wholeheartedly. There are so many misunderstandings when it comes to the product marketing team’s execution—from their role in early development to planning and executing a release versus a launch. And without a successful product marketing launch, your business’ growth can’t create its maximum impact. Jason Oakley, founder of Productive PMM, and Yi Lin Pei, Career Coach and founder of TechGrowthCoach, are both seasoned product marketers who share their own personal experiences and journeys in the field of product marketing, as well as their passion for driving diversity and growth within the industry. Jason and Yi Lin share their frameworks and step-by-step instructions to help product marketers get the most impact from a product launch.

S3 E8: Product Launch 101 with Jason Oakley & Yi Lin Pei

Did you know that 40-60% of B2B software purchases end in no decision? Oftentimes, buyers let the deal go because they can't figure out how to confidently make a decision—they’re more worried about messing up than they are about missing out. And we can do better. Enter April Dunford, best-selling author, founder at Ambient Strategies, and Queen of Positioning sits down with our host, Rowan Noronha to to recap her core tenets of successful positioning and share tangible insights from her latest book, Sales Pitch. April shares how well-defined positioning can be a powerful efficiency tool for B2B companies because positioning means focus, and focus avoids waste. But positioning alone is not going to ensure your success in 2023 and beyond. You need a second tool to drive growth efficiency—a sales pitch. If positioning is your tool for efficient acquisition and go-to-market, a sales pitch is your tool to drive velocity. April masterfully shares how to transform your positioning into a sales pitch guaranteed to put your best foot forward. In this episode, you’ll learn:The 5 key components of positioning and how they correlate to your sales pitch.How to craft a successful sales pitch (based on your positioning) in 8 steps.Why you should always start your sales pitch with your insight into the market.Jump into the conversation: (01:00) Why Do We Need Better Positioning? (06:30) 5 Key Components of Positioning (13:00) Creating a Sales Pitch Based on Insight & Value (20:00) 8 Components of A Successful Sales Pitch (45:000 How to Test Your New Sales Pitch So join us as April Dunford shares her insights on developing a well-structured sales pitch that aligns with the company's positioning, testing and iterating the pitch, and achieving alignment between marketing and sales. A must-listen for product marketers and B2B CMOs looking to improve their positioning and sales strategies. 
 Connect with April: https://www.linkedin.com/in/aprildunford/ Order her book, Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021/ref=sr_1_1?crid=1BBS4444TKYE9&keywords;=april+dunford&qid;=1695046839&sprefix;=april+dunford%2Caps%2C106&sr;=8-1 Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/ Product Marketing Community: https://www.productmarketingcommunity.co/ Presented by Pavillion https://www.joinpavilion.com/ Powered by Casted https://www.casted.us/ Produced by Share Your Genius https://www.shareyourgenius.com/

S3 Episode 7: Transform Your Sales Pitch in 8 Steps with April Dunford

Does your product marketing lead with value? And how is that hurting your brand? Imagine if you led with capability. Enter Robert Kaminski and Anthony Pierri, Partners at Fletch PMM, who specialize in positioning and website messaging for early-stage startups. They sit down with our host, Rowan Noronha, to delve into the importance of building a bridge between your product and potential customers. They share their experiences building trust and credibility through genuine interest and expertise by walking through their proprietary messaging and positioning strategy. (This is free stuff, folks!) Positioning and messaging are key elements of product marketing, and Robert and Anthony provide valuable tips on approaching them effectively. Whether you're a seed or Series A company with multiple target segments or a mature market with fierce competition, they've got messaging and positioning tips to apply today. In this episode, you’ll learn:Positioning isn’t just one document—it matures and expands as your company does.Why shared language is critical to building, growing, and assessing your product marketing strategy and execution.Leading with capability instead of value is more impactful when marketing your early-stage startup products.Jump into the conversation: (4:35-5:01) The importance of positioning during company growth (8:45-11:00) Shared language in product marketing (15:57-16:30) Messaging strategy for early-stage startups Join us as we explore the eight elements of messaging and positioning strategy, and learn how to use different types of anchors to attract customers. From problem-solving to showcasing unique features and promising significant benefits, Robert and Anthony will guide you in creating compelling content. Resources: Check out their slides here: https://listen.casted.us/public/74/The-Marchitect-95ffab0b/164d988d/share/ba8485d3 Fletch PMM: https://www.fletchpmm.com/ Connect with Robert: https://www.linkedin.com/in/heyrobk/ Connect with Anthony: https://www.linkedin.com/in/anthonypierri/ 
 Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/ 
 Product Marketing Community: https://www.productmarketingcommunity.co/ Presented by Pavillion https://www.joinpavilion.com/ Powered by Casted https://www.casted.us/ Produced by Share Your Genius https://www.shareyourgenius.com/

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

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