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Positioning with April Dunford
How to Manage a Big Positioning Change
Oct 19, 2023
This podcast discusses the challenges and strategies of managing a positioning change within an organization, including the frequency of assessment, complexities after an acquisition, and testing new sales pitches. The host also shares their experiences and insights on being acquired by larger companies and emphasizes the importance of educating both sides in a joint positioning exercise.
28:57
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Quick takeaways
- Regularly assess positioning to adapt to changes in market conditions and customer behavior.
- When undergoing a significant change in positioning, involve a cross-functional team and develop a new sales pitch.
Deep dives
Changing Positioning in Technology Companies
Positioning in technology companies is not static and often needs to change as companies mature and market conditions evolve. Planned changes in positioning, unexpected market factors, acquisition, competitive landscape, customer behavior, and macroeconomic changes can all contribute to the need for a shift in positioning.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode