Positioning with April Dunford

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.

Bruno Aziza, with an incredible background in data and technology, talks about starting with first principles, competing at the service level for customers, his time as Head of Data & Analytics at Google Cloud, and approaching workplace confrontation. He also discusses his role at CapitalG.

The podcast discusses the release of the host's new book, "Sales Pitch," and the importance of aligning sales pitch with positioning. It explores how IBM adopted a sales strategy influenced by "The Challenger Sale" and the effectiveness of a challenge sales pitch structure. The speaker shares their strategy for selling the product Data Mirror and discusses their search for a reliable sales pitch structure.

The podcast discusses the challenges of aligning marketing and sales teams, including defining a good lead and collaborating on a sales pitch. It highlights the importance of involving the sales team in positioning work, conducting test pitches for feedback, and establishing methodology and structure for effective collaboration.

Learn how to effectively position your sales pitch by starting with a unique insight about the market. Understand why it's crucial to emphasize the differentiated value of your product or service. Discover the significance of starting with insight in marketing campaigns and how it leads to natural discovery conversations. Explore how the storytelling arc can be used in various marketing activities to effectively communicate a message.

In this podcast, April Dunford discusses the different forms of qualification and BANT criteria in sales. She emphasizes the importance of discovery in the first sales call and how it helps buyers and sellers learn more about each other. April also shares her unique sales pitch structure and gives examples, including one from LevelJump. Don't miss the opportunity to pre-order her book, Sales Pitch, on Amazon.

Positioning for startups and big companies, distinguishing between marketing and positioning problems, handling positioning after an acquisition, and aligning positioning strategy in a cross-functional team.

Bob Moesta, co-creator of Jobs To Be Done framework, discusses the importance of context in product design. They share the famous milkshake story and how it led to a new category of yogurt smoothies. They emphasize the need to understand why people buy something rather than convincing them to buy. Positioning should guide customers in buying, not selling. The chapter also delves into the evolution of Intercom's positioning and the importance of building a product that fits customer needs.

Learn how to avoid bad marketing and sales by understanding that your product is only a part of your business. Discover the importance of a formal positioning process and crafting a great marketing and sales strategy. Understand the core of sales and marketing, which is knowing your differentiated value. Find out how to build a compelling story for your positioning and sales team.

Learn how to discern good marketing and sales advice by not blindly following popular trends, but instead carving your own path. Discover the limitations of traditional marketing education and the importance of figuring out what works for you. Hear the entertaining story of a fax machine campaign that became a top-performing initiative. Gain insights on deciphering good vs bad marketing advice and why it's crucial to be careful in the advice you give.