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

It is ok if your grandmother does not understand it. Does your buyer understand? Unless you are building for grandma, useless.

Positioning: How your product is the best in the world delivering some value that well-defined companies care a lot about. How are you different? what value you can deliver that no one in the market can. And what market you are in?

Segmentation versus personas: Confusion comes from B2b versus B2C. Consumer it is similar: segments are people so that is like a persona.

Positioning and branding are different too. Positioning inputs into branding.

Great positioning will feel obvious. "Of course, that is what it is. What else could it be? " feeling.

Personas are people, sales reps who are the end-user, Eric the IT person, and Janet the sales rep, John the champion in the account (the most important).

if you are saying all types of people are loving our product, you are not seeing the pattern yet. once you see the pattern then you are ready.

status quo: 30% of deals are lost due to indecision. excel sheets, interns, pen and paper you have to position towards those too. win against alternatives.

In B2B you segment the market on anything i.e folks have a creative system and use this particular packaging on regular use. there is no person, we are talking about a company.