business
Hosted by April Dunford · business · EN
Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.
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Contact path
Public web form
Booking probability
28%
Guest openness
Selective
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Signup to Generate a PitchWant to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies.
Positioning with April Dunford is hosted by April Dunford. The show has published 48 episodes to date.
Recent episodes include "Post Positioning - Testing and Execution" (2 April 2026, 26 minutes), "New Thinking on Market Categories" (19 March 2026, 24 minutes), and "A New Chapter on Differentiated Value" (5 March 2026, 23 minutes).
Positioning with April Dunford publishes roughly every two weeks, with episodes averaging 32 minutes across 48 episodes.
Booking probability for Positioning with April Dunford is 28%, and the host is rated Selective on guests. Positioning with April Dunford requires a Pod Score of 80 or higher. Positioning with April Dunford's contact route on record: public web form.
The strongest fits for Positioning with April Dunford are Marketing, Advertising & PR. Positioning with April Dunford has a business audience.
April Dunford hosts Positioning with April Dunford, a business podcast with 48 episodes published.
Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.
Episode #22
In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conversations instead of...
Episode #21
In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down how to align your...
Episode #20
In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use the “so what?”...
Episode #19
In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunderstand competition...
Episode #18
In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positioning work for every...
In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning theses rather than...
Episode #16
In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for...
In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as...
In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. In this episode, I answer the question: When you want to discuss your...
In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own...
In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth. My guest, Georgiana Laudi, is the ultimate...
Episode #11
In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred...
In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you ever asked questions such as: “How...
Episode #9
Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies. In this episode, first I define value vs. differentiated value, and explain why the...
In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that...
In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native...
In today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert. You will learn: * The limitations of the predictable revenue playbook and...
In today’s episode, I explore the different types of competitors you face and how you can position yourself against each of them. You will learn: * How different departments or groups in a company (e.g. sales, product...
In today’s episode, Brent Adamson and I explore what works and what doesn't work on sales teams, and Brent’s ideas for how we should arm sales teams to go out and win in the market. My guest today is Brent...
In today’s episode, I explore why market category is a good starting point for developing great positioning. You will learn: * Viewing your market category is context-setting for your products/company. ...
Recent guests on Positioning with April Dunford. Study who booked and why before you pitch.
Vice President of Product Marketing, PMM Camp
co-author of “The Challenger Sale” and “The Framemaking Sale”, Skinny Rhino Productions
author of Obviously Awesome and her latest, Sales Pitch, Obviously Awesome and Sales Pitch
vice president of data, AI and analytics at IBM, Google Cloud
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