The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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April Dunford Shares How to Position for Growth
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Manage episode 390601123 series 2625286
Kandungan disediakan oleh Sean Ellis. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Sean Ellis atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
In this week’s episode of The Breakout Growth Podcast, Sean Ellis and Ethan Garr chat with positioning expert, April Dunford, author of the best-selling books, “Obviously Awesome” and “Sales Pitch.”
April had a successful career as a marketing and operations executive at companies including IBM and Nortel and it was in these roles that she developed her passion and approach to building effective positioning. Today she shares this passion and her knowledge as a consultant, speaker, and writer with companies around the world.
In “Sales Pitch”, April lays out her hypothesis that marketers have been taught storytelling that doesn’t work for sales. She says 60% of deals that are started are never finished so it’s often indecisiveness and the status quo that sales teams must work to overcome. Even if you are not focused on sales, you will find a lot of value in this discussion.
Messaging and positioning are fundamental to growth and what we get to in this conversation is a deeper look into how businesses can differentiate themselves, help their audiences discover value, and ultimately break through the noise.
What makes this especially fun and useful is that April isn’t afraid to take contrary and non-obvious positions. As an example, she doesn’t like the concept of Product/Market Fit, and since we do, it made for some good back-and-forth!
So jump into this week’s episode of The Breakout Growth Podcast as we learn more about the art of effective positioning with April Dunford.
And thanks for listening to the Breakout Growth Podcast. Don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured
We discussed:
* April's story from executive to “Positioning is my jam!”(06:46)
* The problem with most sales pitches (09:44)
* Why it matters that 60% of started deals are never finished (22:04)
* Building and validating your sales Pitch (27:02)
* Positioning isn’t static; how to keep it fresh (52:44)
And much, much, more . . .
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit seanellis.substack.com
135 episod
MP3•Laman utama episod
Manage episode 390601123 series 2625286
Kandungan disediakan oleh Sean Ellis. Semua kandungan podcast termasuk episod, grafik dan perihalan podcast dimuat naik dan disediakan terus oleh Sean Ellis atau rakan kongsi platform podcast mereka. Jika anda percaya seseorang menggunakan karya berhak cipta anda tanpa kebenaran anda, anda boleh mengikuti proses yang digariskan di sini https://ms.player.fm/legal.
In this week’s episode of The Breakout Growth Podcast, Sean Ellis and Ethan Garr chat with positioning expert, April Dunford, author of the best-selling books, “Obviously Awesome” and “Sales Pitch.”
April had a successful career as a marketing and operations executive at companies including IBM and Nortel and it was in these roles that she developed her passion and approach to building effective positioning. Today she shares this passion and her knowledge as a consultant, speaker, and writer with companies around the world.
In “Sales Pitch”, April lays out her hypothesis that marketers have been taught storytelling that doesn’t work for sales. She says 60% of deals that are started are never finished so it’s often indecisiveness and the status quo that sales teams must work to overcome. Even if you are not focused on sales, you will find a lot of value in this discussion.
Messaging and positioning are fundamental to growth and what we get to in this conversation is a deeper look into how businesses can differentiate themselves, help their audiences discover value, and ultimately break through the noise.
What makes this especially fun and useful is that April isn’t afraid to take contrary and non-obvious positions. As an example, she doesn’t like the concept of Product/Market Fit, and since we do, it made for some good back-and-forth!
So jump into this week’s episode of The Breakout Growth Podcast as we learn more about the art of effective positioning with April Dunford.
And thanks for listening to the Breakout Growth Podcast. Don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured
We discussed:
* April's story from executive to “Positioning is my jam!”(06:46)
* The problem with most sales pitches (09:44)
* Why it matters that 60% of started deals are never finished (22:04)
* Building and validating your sales Pitch (27:02)
* Positioning isn’t static; how to keep it fresh (52:44)
And much, much, more . . .
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit seanellis.substack.com
135 episod
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