product positioning
4 statements across 1 episodes · 1 bullish · 1 bearish · 1 people on the record · first statement Aug 20, 2024 by April Dunford · across every show →
Everything said about product positioning, oldest first
Aug 20, 2024 negative
Dunford: Marketing cannot own positioning alone without cross-functional alignment
“I don't think that marketing should be able to change positioning or look at positioning or do it on their own. They could try, but it won't stick because sales won't believe in it. The CEO won't believe in it. What we actually need is a cross-functional team …”
Aug 20, 2024
Dunford: Market category selection sets automatic customer assumptions about products
“That market category has set off a set of assumptions in the customer's mind about that product. If I do this well, it sets off a set of assumptions about that product that are true, and that's great. Now I've saved marketing and sales a whole lot of time, ene…”
Aug 20, 2024 positive
Dunford: Closing every meeting means your problem is lead generation, not positioning
“Sometimes companies will come to me, and they'll say, you know what, every company we talk to loves us. If we can get them in a meeting, We close all that business. That tells me the positioning's good. You're just not getting enough meetings. You're just doin…”
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.”