In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation.

You will learn:

* The myth of having no product differentiation and what it means for B2B technology companies.

* The importance of understanding competitive alternatives and translating capabilities into customer value.

* Why a lack of differentiation leads to poor sales and business growth issues.

* How irrational buyer decisions are influenced by the need to avoid risks.

* The concept of "value blindness" and its impact on the marketing team.

* The dangers of focusing solely on losses while ignoring the importance of analyzing wins.

* How "product pessimism" can spread within teams and damage overall morale.

* The significance of cross-functional collaboration in aligning a company's positioning strategy.

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If you want to skip ahead:

02:30 - Question of Differentiation in B2B Products

04:29 - The Stakes of Differentiation in Buyer Decisions

06:39 - Recognizing Value in a Product

09:25 - Addressing Misconceptions About Differentiation

12:50 - Understanding True Competitive Alternatives

17:44 - The Importance of Analyzing Wins

22:47 - The Role of Segmentation in Positioning

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

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Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx

Subscribe on Spotify: https://spoti.fi/4aqyDqI

Subscribe on YouTube: https://www.youtube.com/@positioningshow

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This episode was produced by Story On Media & Marketing:

In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.

My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.

You will learn:

* Why traditional funnels are lazy and ineffective for understanding customers.

* The concept of customer-led growth and how it differs from funnel-based approaches.

* The importance of mapping critical moments of value in the customer journey.

* The pitfalls of ignoring pre- and post-funnel customer experiences.

* How to align teams around a profound understanding of customer needs.

* The role of KPIs in tracking customer success, not just business success.

* Why optimizing customer onboarding can lead to dramatic improvements in growth.

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If you want to skip ahead:

02:30 - Why Funnels Don’t Work

06:45 - Introducing Customer-Led Growth

12:30 - Mapping Customer Journeys

17:15 - Jobs to Be Done: A Game Changer

23:10 - The Importance of Onboarding

28:00 - Measuring Success: KPIs That Matter

35:30 - How to Focus on the Right Customers

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Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/

Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Instagram: ⁠https://www.instagram.com/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

April’s TikTok: https://www.tiktok.com/@positioningshow

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Mentioned in this episode:

* Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z

* The Jobs-to-Be-Done methodology.

—

Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

Google Play:

In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.

You will learn:

* Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.

* Pros and cons of starting with the problem statement in a sales conversation.

* Why focusing on market changes might not be as effective as it seems in sales.

* The challenges of relying solely on discovery at the beginning of a sales call.

* How starting with your company’s specific value can shape the conversation.

* Differences in framing strategies for enterprise vs. small businesses.

* The importance of positioning yourself as an expert rather than following generic sales approaches.

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If you want to skip ahead:

02:30 - Defining the Problem in Sales Conversations

06:15 - Presenting Market Changes to Frame Your Pitch

10:00 - Starting with Discovery in Sales Pitches

14:20 - Why Problem Framing Can Fall Short

22:10 - Benefits of Leading with a Unique Insight

27:00 - Using Your Value to Frame Discovery

30:00 - Practical Tips for Structuring Your Sales Pitch

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Instagram: ⁠https://www.instagram.com/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

April’s TikTok: https://www.tiktok.com/@positioningshow

—

Mentioned in this episode:

* April’s most recent book, “Sales Pitch” (see links below).

—

Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books

Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22

Bookshop: