The person most B2B teams learn positioning from, and the author of Obviously Awesome and Sales Pitch
Why they're worth your time
She turns positioning from a vague branding exercise into a repeatable exercise: list your true competitive alternatives, isolate the features only you have, work out the value those unlock, and name the market segment that cares most. Her Sales Pitch work is the rare material that connects that positioning to the actual words a rep says on a call.
Background
April Dunford spent 25 years as a startup executive running marketing, product and sales at seven B2B technology companies before going independent as a positioning consultant. She wrote Obviously Awesome (positioning) and Sales Pitch (turning positioning into a pitch that actually closes), and says she has positioned 16 products and worked with over 200 companies. She publishes on her Substack and hosts The Positioning Show.
