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Lenny's Podcast / episode intelligence

April Dunford on product positioning, segmentation, and optimizing your sales process

9 Jun 2022 12 published claims 2 attributable people
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Speakers in the public record

April DunfordLenny Rachitsky

Claim mix

evaluation 6belief 2recommendation 2commitment 1preference 1

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12 published records

03 / evaluation

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 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.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

04 / evaluation

Now, most folks will discount the status quo, but they shouldn't because in B2B, we lose about 40% of our deals to quote unquote no decision, which actually means we lost to the spreadsheet, we lost to pen and paper, we lost to interns.

“Now, most folks will discount the status quo, but they shouldn't because in B2B, we lose about 40% of our deals to quote unquote no decision, which actually means we lost to the spreadsheet, we lost to pen and paper, we lost to interns.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

05 / recommendation

Then I think you're ready to really tighten things up, smash your foot on the gas and say, we're just going to run at that because we know we can sell here.

“Then I think you're ready to really tighten things up, smash your foot on the gas and say, we're just going to run at that because we know we can sell here.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

07 / evaluation

And then the last piece of positioning, of course, is market category. And so, again, a lot of people will just start with market category and then try to back up, which I think is crazy because then we don't have any way to judge the goodness of a market category.

“And then the last piece of positioning, of course, is market category. And so, again, a lot of people will just start with market category and then try to back up, which I think is crazy because then we don't have any way to judge the goodness of a market category.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

10 / recommendation

The market doesn't stay the same. and so things will shift over time and so you can have good positioning that suddenly becomes bad positioning and it's not great positioning anymore or good positioning that goes sideways whatever then you got to come back and so usually i think there's value in checking in on your positioning because it's really hard again i don't have a measurement to say yes or no the positioning's working And so I think there's no harm in checking in on it, going through a process to sort of walk through it and just check in and see, like, could it be better?

“The market doesn't stay the same. and so things will shift over time and so you can have good positioning that suddenly becomes bad positioning and it's not great positioning anymore or good positioning that goes sideways whatever then you got to come back and so usually i think there's value in checking in on your positioning because it's really hard again i don't have a measurement to say yes or no the positioning's working And so I think there's no harm in checking in on it, going through a process to sort of walk through it and just check in and see, like, could it be better?”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

11 / evaluation

Like if you basically, if you were looking for a vice president of marketing and I came into the interview, like the reason you hired me is because your positioning was crappy and I could talk intelligently about how we were going to fix that.

“Like if you basically, if you were looking for a vice president of marketing and I came into the interview, like the reason you hired me is because your positioning was crappy and I could talk intelligently about how we were going to fix that.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast
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