April Dunford on product positioning, segmentation, and optimizing your sales process
with April Dunford · Jun 2022
Messaging, branding, sales narratives, and marketing strategy all flow from positioning. You cannot write effective messaging until you understand who the message is for and what your value is against specific alternatives. Positioning must come first.
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April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022Weak positioning often stems from misalignment across the organization—founder, marketing, sales, product, and customer success all have slightly different understandings. The only way to fix it is to get all these functions in a room together to build positioning collaboratively, ensuring everyone leaves singing the same song.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022You can't just claim you're 'better.' Better for a small company means simplicity and speed to value. Better for an enterprise means customization and bells and whistles. Your positioning must articulate why you're the best solution specifically for your target customer type.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022Your product evolves, markets shift, and competitors change. Positioning that was excellent three years ago can become weak without deliberate attention. There's value in regularly checking in on positioning to see if it could be tighter or better, even if it's currently working.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022The clearest signal of weak positioning emerges in initial customer conversations: confusion ('could you say that again?'), false recognition ('you're like Salesforce'), or missing value ('I could do that in a spreadsheet'). These are red flags that your positioning isn't landing.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022When positioning is working, it feels like magic—people land on it and think 'of course that's what it is, what else could it be?' Postman's 'API platform for building and managing APIs' is so simple it seems inevitable, but it took years to get there.
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