April Dunford on product positioning, segmentation, and optimizing your sales process
Lenny's Podcast: Product | Growth | Career
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Summary of the positioning process
The positioning process begins with identifying competitive alternatives to understand what needs to be surpassed to secure a deal. Following this, a list of differentiated capabilities is created to highlight what unique advantages exist over alternatives. These capabilities are then translated into customer value, forming key value themes or buckets. The next step involves determining the characteristics of target accounts that would be most interested in the conveyed value. Finally, the market category is established to provide context, ensuring that the value proposition is clear and compelling to the intended audience.
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