Positioning with April Dunford

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 market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.) 

* Understanding your product/company's unique value proposition before determining market category.

* Why positioning involves identifying what sets your product apart from competitors and the status quo.

* Why positioning in an underserved segment of an existing market category is easier than creating a new category.

* Communicating the differentiated value of your product or service.

* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.

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If you want to skip ahead: 

(3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value. 

(7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value. 

(11:26) Positioning and market categories in business.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: 

Work with April: https://www.aprildunford.com/consultant

April’s newsletter: https://aprildunford.substack.com/ 

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ 

April’s Twitter/X: https://twitter.com/aprildunford 

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Mentioned in this episode: 

* My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market  

* Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ  

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Get April Dunford’s books and audiobooks: 

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY 

Amazon Canada: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com 

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 solutions. 

Joining me is Abhinav Asthana, founder and CEO of Postman, an API platform for software developers to build and use APIs.

In today’s episode: 

* How Postman's positioning evolved from a product-focused approach to a platform-focused approach, with different positioning for end-users and executives.

* Building Postman with the conviction that modern software is built on APIs, and evangelizing (positioning) this idea to investors.

* Why top-down positioning needs to align with company strategy. 

* The value of working with analysts to understand customer needs and improve products.

* Positioning software in terms of satisfying customer needs.

* The importance of staying ahead of competitors in the enterprise software market.

* The challenges of competing with free products and prioritizing user experience.

* Abhinav advises talking to 50-100 customers per year to gain insights and build conviction in product decisions.

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If you want to skip ahead: 

(2:24) Origin story of Postman. 

(7:19) Postman's growth, fundraising, and positioning challenges. 

(12:57) API platform growth and top-down sales strategies. 

(18:03) Taking an API-first approach in software development and marketing strategies. 

(28:19) Scaling velocity, competitors, and customer engagement in the enterprise software space. 

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Connect with Abhinav Asthana on LinkedIn: https://www.linkedin.com/in/abhinavasthana/ 

Learn about Postman’s API platform: https://www.postman.com/ 

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: 

Work with April: https://www.aprildunford.com/contact 

April’s newsletter: https://aprildunford.substack.com/ 

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ 

April’s Twitter/X: https://twitter.com/aprildunford 

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Mentioned in this episode: 

“Breaking Changes,” a podcast where Postman Chief Evangelist Kin Lane and guests talk about the API universe: https://www.postman.com/events/breaking-changes/

“The API-First Transformation,” a book by Kin Lane with a foreword by Abhinav Asthana: https://amzn.to/3PZzEOy 

—

Get April Dunford’s books and audiobooks: 

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY 

Amazon Canada: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

—

The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

—

This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com 

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 learn: 

* Why sales teams often lack a deep understanding of positioning and its importance in the sales process.

* Communicating value and positioning product consistently across all sales calls, even for new sales reps.

* What happens when marketing creates positioning without consulting sales, leading to disconnect between the two teams.

* The disconnect between sales teams and marketing teams, as marketing decks often don't account for the need for discovery and objection handling during sales calls.

* Two common unspoken objections in sales pitches: pricing and change management.

* Common challenges in transitioning positioning from marketing to sales, including inadequate decks. 

* In enterprise and B2B deals, multiple stakeholders involved in a deal can lead to multiple pitch decks, making the process more complicated.

* Customizing pitch decks for the champion, with a focus on resonating with their needs and concerns, rather than trying to address the objections of other stakeholders in the deal.

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If you want to skip ahead: 

(0:01) Positioning in B2B marketing and sales. 

(4:25) Sales strategy and customer understanding. 

(8:55) Why marketing and sales positioning often doesn't align. 

(13:18) Sales pitches and unspoken objections. 

(18:00) B2B purchase process and positioning for sales. 

(23:24) Customizing sales pitch decks for different personas. 

—

Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: 

Work with April: https://www.aprildunford.com/contact 

April’s newsletter: https://aprildunford.substack.com/ 

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ 

April’s Twitter/X: https://twitter.com/aprildunford 

—

Get April Dunford’s books and audiobooks: 

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It”

“Sales Pitch: How to Craft a Story to Stand Out and Win”

Amazon US: https://amzn.to/49l0ZRY 

Amazon Canada: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

—

The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

—

This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

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: 

You'll also hear that this is the final episode of Season 1, as I'm excited to take a break from podcasting for the rest of the year. Thanks for listening and supporting the podcast, and I look forward to recording more content next year!

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If You Want To Skip Ahead:

(00:21) An overview of my consulting work and season 1 finale

(01:11) Why marketing should center their storytelling on what works for sales

(05:30) How and why to use a buyer’s guide with customers 

(09:13) How to incorporate the Sales Pitch structure into explainer videos 

(10:20) Other places pieces of the sales narrative may work well

(11:07) The significance of different personas  

(12:10) Leveraging the sales narrative set up phase for conference talks

(13:30) How graphics can enhance understanding of differentiated value 

(14:09) The graphics Postman created to illustrate its features and capabilities 

(16:20) Gitlab’s infinity graphic

(17:16) Salesforce’s confusing infographic 

(19:30) Other ways to use my Sales Pitch structure

(21:13) Closing thoughts

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Where To Find April Dunford:

Podcast Website: ⁠https://www.positioning.show/⁠ 

Personal Website: ⁠https://www.aprildunford.com/⁠ 

LinkedIn: ⁠https://www.linkedin.com/in/aprildunford/⁠ 

Instagram: ⁠https://www.instagram.com/aprildunford/⁠ 

Twitter: ⁠https://twitter.com/aprildunford⁠

—

Referenced:

Sales Pitch: How to Craft a Story to Stand Out and Win: ⁠https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021⁠

Postman: ⁠https://www.postman.com/⁠

What is Postman: ⁠https://www.postman.com/product/what-is-postman/⁠

The API platform landscape: ⁠https://blog.postman.com/2022-api-platform-landscape-trends-and-challenges/⁠

Gitlab Infinity: ⁠https://gitlab.com/infinity7x⁠

Salesforce Customer 360: ⁠https://www.salesforce.com/ap/blog/what-is-salesforce-customer-360/⁠

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It: ⁠https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005⁠

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Production and marketing by ⁠https://penname.co/

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, discussing when and how to use them. I’ll share with you:

Thanks for listening! 

If You Want To Skip Ahead:

(00:17) How the book tour is going

(01:02) A brief overview of vision, strategy, and positioning 

(04:02) The difference between pitching to investors and potential customers 

(06:30) How positioning evolves as your strategy progresses

(07:18) How to use the “bowling pin” strategy 

(08:21) “Bowling pin” strategy examples from Janna Systems and Tulip Retail

(13:51) Common pitfalls people make in discussing strategy

(17:24) The importance of clarifying terminology with your team members

(18:55) Closing thoughts

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

—

Referenced:

Good Strategy Bad Strategy: The Difference and Why It Matters: https://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239

Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986

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Production and marketing by https://penname.co/

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. Blindly adopting trends without thoughtful messaging can lead to disastrous outcomes for your business.

Today, I’m diving deep into the world of trends. You’ll learn the following:

Thanks for listening! 

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If You Want To Skip Ahead:

(00:27) Information about Sales Pitch and a reader’s review

(01:19) The difference between markets and trends

(04:34) How and when to layer trends on top of your differentiated value

(06:36) The three circle mental model of product, market, and trend 

(07:38) How Redgate Software took advantage of the DevOps trend

(09:50) Trends don’t always align with your product (and why you shouldn’t force them to)

(13:41) Long Island Blockchain: an example of a company latching onto an unrelated trend

(16:39) An overview of AI technology 

(18:28) The right way to address AI if it is relevant to your business and customers

(19:42) Announcements 

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

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Referenced:

Pantone: https://www.pantone.com/

Redgate Software: https://www.red-gate.com/

Long Island Iced Tea Soars After Changing Its Name to Long Blockchain: https://www.bloomberg.com/news/articles/2017-12-21/crypto-craze-sees-long-island-iced-tea-rename-as-long-blockchain

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Production and marketing by https://penname.co/

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:

Thanks for listening!

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If You Want To Skip Ahead:

(00:21) How my book launch went

(01:47) Addressing competition by putting them into buckets

(03:43) Why market leaders should never mention the competition

(05:03) Slack’s letter to Microsoft that named them as a competitor

(09:16) DocuSign's ad mentioning Dropbox

(10:36) Why you might build a custom landing page based on a search query

(11:24) The benefit of naming the competition if you’re small

(13:08) Positioning your competitors

(16:57) Combating negative positioning from competitors

(21:41) Closing thoughts

—

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

—

Referenced:

Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021

Slack’s “Dear, Microsoft” letter: https://slack.com/blog/news/dear-microsoft

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Production and marketing by https://penname.co/

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:

I also want to mention my new book, Sales Pitch, is out! 

If you’d like to learn more or order a copy, you can go to https://www.aprildunford.com/books 

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If You Want To Skip Ahead:

(00:00) I launched my book and today’s topic

(01:25) What happens when your positioning changes and specific examples

(07:40) The unplanned reasons for why your positioning might change and how to check it

(12:02) If you need to change your positioning, what you should do

(15:10) How to be careful testing your new sales pitch

(17:19) Why acquisitions require more work

(24:51) The funniest thing I learned from going through 6 acquisitions 

(26:45) A few updates from me

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

—

Production and marketing by https://penname.co/

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 CapitalG, which is Alphabet's independent growth fund.

In today’s episode, we cover:

I’m very excited for you to listen. 

And by the way, my book has officially launched! 

You can order a copy of Sales Pitch by going to https://www.aprildunford.com/books 

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If You Want To Skip Ahead:

(00:00) Meet my guest Bruno Aziza

(01:50) Transitioning from a big company to a startup

(06:59) Bruno’s big takeaways from his time at a successful startup

(14:20) How Bruno applies the “center of design” concept to his thinking

(21:00) Connecting with customer pain points

(27:59) Lessons from leading Data & Analytics at Google Cloud

(33:01) Handling workplace confrontation

(35:24) Why being hyper-realistic is a great way to approach cross-functional meetings 

(38:18) Bruno’s role at CapitalG

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Where To Find Bruno Aziza:

LinkedIn: https://www.linkedin.com/in/brunoaziza

CarCast: https://tinyurl.com/TheCarCast

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

—

Referenced:

CapitalG: https://www.capitalg.com/ 

AtScale: https://www.atscale.com/

—

Production and marketing by https://penname.co/

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.aprildunford.com/books to learn more. I’ve also included a free workbook on that page as well.

Since my book came out this week, I figured today’s episode should be about why I wrote this book. I certainly didn’t start my career thinking I would end up helping so many businesses with their sales pitch, but here we are.

In today’s episode, you’ll learn:

Thank you again for supporting this podcast, my two books, and the other content I put out.

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If you want to skip ahead:

(00:00) Book launch week

(00:57) My background in positioning and creating the sales pitch

(07:25) IBM’s sales pitch structure

(13:30) How April changed her approach after IBM

(19:15) Why I got into sales pitches

(24:45) My sales pitch structure

(29:47) The book is here and how to get templates with the book 

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

—

Referenced:

Corporate Executive Board: https://en.wikipedia.org/wiki/CEB_Inc. 

The Challenger Sale: https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 

The JOLT Effect: https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102 

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Production and marketing by https://penname.co/