April Dunford: belief

Transcript context

…rtant persona that matters is that one. we call this the champion in the account because this person their job is to get consensus and champion the deal across everybody including their boss who's the actual economic buyer the person that writes the check and so if our positioning doesn't resonate for that champion We're dead in the water. We don't even get on a short list. We don't even get to care about all the other personas. And we don't nail it with John. Because John's a gatekeeper, right? So my positioning needs to crush it with John. And at some point, way down the road... I need to arm John to be able to sell IT, to be able to sell purchasing, to be able to make sure everybody is cool on the user side and to be able to sell their boss, who's the economic buyer. And so I think there's really only one persona that really, really matters in this, which is the champion in the account. And we should be very thoughtful and we should really have our arms around that persona because And then later in the deal cycle, we need to figure out how to arm that persona to go sell to all the other constituents in the deal. But if we don't nail that champion persona, we got nothing. So I think it is an utter waste of time for marketing to build these stupid little one-pager persona things for these 17 million personas and treat them like they're the same as the champion when the champion matters times 1,000. And what all we really need to do is figure out how to arm the champion because the champion is going to do this heavy lifting of selling IT. We're likely not even going to get all that involved. That's my rant. That was amazing. I've never heard it described so directly and clearly. And so I think that's actually a good way to just kind of wrap things up. I feel like I've sucked up enough of your time. Where can folks find your book, contact you if they want to work with you, anything like that? Sure. The book's called Obviously Awesome. And you can Google me and find that wherever books are sold. And then there's an audio book if that's your jam or an ebook or whatever. And then my website is AprilDunford.com. So you can find me there. I'm on LinkedIn. I'm on Twitter. I'm at April Dunford on social media, but I don't really do any social media except Twitter and occasionally and a little bit of LinkedIn these days because I'm feeling less certain about the future of Twitter. But yeah. Yeah.…

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