April Dunford
12 statements across 1 episodes · 0 bullish · 4 bearish · 1 people on the record · first statement Aug 20, 2024 by April Dunford · said 1 times in 1 episodes since 2025 · across every show →
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Aug 20, 2024 neutral
Dunford: Sales pitches must answer 'why pick us over the competitors'
“And so we walk into these situations as vendors in general, thinking that the answer, the question we're trying to answer is, why pick us? But the real question we have to answer is, Why pick us over the other guys? And I think most companies don't really wres…”
Aug 20, 2024 negative
Dunford: Customer discovery is highly unreliable because prospective buyers frequently lie
“Even if you do do customer discovery, it's really hard. It's really difficult. Customers will sometimes tell you things that aren't true or they'll say, yes, yes, we would buy that, and we would buy it for this much, but by the time you've actually built the t…”
Aug 20, 2024
April Dunford: B2B Buyers Choose Vertical-Specific Tools Over General-Purpose Products
“Like, you don't want the world's greatest general purpose CRM. You want the world's greatest CRM for people like you. That's how we win in this thing. If I walk in and say, we're just CRM, we're CRM for everybody, and we're just the greatest CRM ever, nobody w…”
Aug 20, 2024
Dunford: Only 10% of successful startups actually create new market categories
“Most of the time, if you look at the way most successful companies do this, they're going into an existing market category, and they're serving an underserved corner of that, and they're expanding from that. About 10% of the time, that's not true. 10% of the t…”
Aug 20, 2024 negative
Aug 20, 2024
Dunford: Emerging market categories require making customers problem-aware first
“In emerging markets, we're often addressing a problem that customer doesn't even define it as a problem. They don't even know this is a problem. It's just, this is just the way the world works. There's no way to solve this problem. If we can help them become p…”
Aug 20, 2024 negative
Dunford: Dumbing down B2B product messaging for general audiences is a mistake
“Some people will say, well, we need to dumb this down and we need to have it so that anybody understands it. I super disagree with that in B to B. If I'm selling a specialized thing to specialized buyers, it just needs to resonate with them. It's okay if it do…”
Aug 20, 2024
Dunford: Most companies never deliberately think about product positioning
“I would say that most companies just don't think about positioning at all. In the vast majority of cases, the companies that I work with, the positioning feels obvious. It feels like you couldn't possibly position it as anything else.”
Aug 20, 2024 negative
Dunford: Believing tech companies cannot differentiate on product is nonsense
“And often you'll get these marketers say, look, can we really differentiate on product? Because people can just copy our product. Eventually everyone will just catch up to us, and all the products will be exactly the same. And if you're in tech, that is nonsen…”
Aug 20, 2024
Dunford: Shifting a product's market category completely alters its perceived value
“So I can choose to position it as a muffin. It's the same product, but the assumptions about that, the competitors are different. Your value is different. The assumptions that customers have about that product are different because I've placed it in a differen…”
Aug 20, 2024
Dunford: Positioning is the foundational input for sales and marketing, separate from branding
“There is positioning and there's branding. Those two things are actually really separate. So most of the things that we confuse with positioning are actually things we do with positioning once we're done with it, but positioning is an input. So if you think ab…”
Aug 20, 2024 neutral
Dunford: The biggest positioning mistake is evaluating products in isolation
“I think a lot of times if you look at the positioning that the company has, the biggest mistake is not deliberately positioning. I think a lot of companies start looking at their product in isolation almost. Like there are no competitors.”