Newsletter · 12 min read

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

Gaurav Chandrashekar · Lenny's Newsletter Free Intermediate

This is the bit most positioning writing skips: how weak positioning shows up as sales pain, including the 40 percent of B2B deals lost to no decision. If you need to convince a founder or a sales leader that PMM is not a nice to have, the loss to status quo number is the argument.

  • About 40 percent of B2B deals are lost to no decision: to the spreadsheet, to pen and paper, to interns.
  • Five steps: competitive alternatives, status quo options, unique attributes, value themes, target customers.
  • Positioning precedes messaging; you cannot write homepage copy before you know the value for whom.
  • Early on let the market pull you rather than locking positioning down too tightly.
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The question it answers

  1. What does a world class product marketing function look like, and when does a company need one?

Read with it

  1. Freshworks' early marketing approach documented properly: what they measured, what they spent on, and the argument that below... SeedToScale by Accel Article · long read SaaS Playbook: Marketing Rachit Parekh
  2. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford
  3. The clearest answer to the when part of this question, and it argues against the default (hiring a growth or demand generation... GTM by Stage 2 Capital Newsletter · 9 min read First Marketing Hire? Why It Should Be a PMM Liz Christo
  4. Video · 40 min SVPG Partner Martina Lauchengco: Product Marketing Advice from her Book LOVED at Lean Product Meetup Martina Lauchengco
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