How to Craft a Story to Stand Out and Win

Nov 30, 2023

April Dunford, founder & CEO at Ambient Strategy, joins the podcast to share how to craft a story to stand out and win. Topics discussed include defining your positioning, contextualizing differentiated value, incorporating discovery into the sales pitch, testing new sales pitches, and involving the head of sales in crafting positioning.

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Introduction

00:00 • 3min

Crafting a Structured Sales Pitch to Communicate Differentiated Value

02:46 • 14min

The Benefits of Writing a Book and the Impact on Business

16:58 • 2min

Sales Pitches and Positioning

19:07 • 7min

Involving the Head of Sales in Crafting Positioning

25:51 • 2min

In this episode of the SaaS Revolution Show our host Alex Theuma is joined live from the #SaaStock2023 Podcast Stage by April Dunford, founder & CEO at Ambient Strategy, who shares how to craft a story to stand out and win. "Part of it is opening up the eyes of the customer, looking at the problem in maybe a different perspective or maybe a different way - introducing some concepts that maybe they never thought about. So most sales pitches do not have a section of that pitch that specifically covers discovery. So if you look at when marketing builds a sales pitch, they literally will have this pitch, and if you look at it, you'd be like "well, where does the discovery happen?" and marketing is like "I don't know, that's some weird sales thing, maybe they do that before". And that's a crazy way to think about discovery - discovery should be something that's woven into the actual narrative of the pitch itself." April shares: 📲 Why defining your positioning is key to a good sales pitch (and how to do that!) 📲 How to contextualise differentiated value to your customers 📲 How to use the low-hanging fruit of a sales pitch to your advantage 📲 Why the discovery phase needs to be baked into the setup and structure of the pitch 📲 The best process for testing a new sales pitch (and why it's not with existing customers or A/B testing on homepages) 📲 How to get marketing and sales to build effective pitches together and more! --- Check out the other ways SaaStock is serving SaaS founders - SaaStock Dublin 2024: The largest concentration of SaaS decision makers in one place for three days of networking, connecting, and learning all things SaaS (https://www.saastock.com/saastock-2024/) - SaaStock Founder Membership: A private members group of B2B SaaS founders between $100K - $10M ARR who are committed to growth and helping others (https://www.saastock.com/founder-membership/) - SaaStock Local: Monthly meet-ups in cities all around the world, bringing together SaaS enthusiasts and experts to discuss the most pressing topics in SaaS (https://local.saastock.com/home Check out the other ways SaaStock is helping SaaS founders move their business forward: 🇮🇪 SaaStock Europe: 14-15 October 2025 | Dublin, Ireland Book you tickets: https://saastock-europe.com/tickets/ 🇺🇸 SaaStock USA 2025: April 2026 | Austin, Texas Join the waitlist: https://saastock-usa.com/ 🤝 SaaStock Founder Membership: A private members group of B2B SaaS founders between $100K - $10M ARR who are committed to growth and helping others (https://www.saastock.com/founder-membership/) 🌎 SaaStock Local: Monthly meet-ups in cities all around the world, bringing together SaaS enthusiasts and experts to discuss the most pressing topics in SaaS (https://local.saastock.com/home)