April Dunford on product positioning, segmentation, and optimizing your sales process
with April Dunford · Jun 2022
In B2B, the biggest competitor isn't another vendor—it's the status quo. If you can't help customers justify their decision and articulate why your solution is right for them specifically, they'll abandon the buying process entirely and stick with what they have.
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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 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.
Where Great Product Roadmap Ideas Come From
Jun 2019Don't assume competitors' product decisions reflect strategic insight. Copying what competitors do is listed as a rare source of great ideas because they may be following trends, reacting to pressure, or simply guessing—not executing a masterplan you should replicate.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022Messaging, 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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Jun 2019Users who leave reveal what your product is missing more clearly than users who stay. Analyzing why customers churn deserves equal weight to customer interviews and data analysis—it's the market's most honest feedback about your roadmap priorities.
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