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A systematic approach to defining the components of positioning and pulling them together. All content adapted from April Dunford’s book: Obviously Awesome

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Step 1:

Understand the Customers Who Love Your Product

Characteristics of Best Customers: Understood the product quickly; Bought the product quickly; Became raving fans; Referred others to you & acted as a reference

Customers

Step 2:

Form a Positioning Team

Positioning impacts every group in the organization. Each of you are here for a reason

Consider these outputs that all flow from positioning:

• Marketing: messaging, audience targeting and campaign development
• Sales, Business Development, & Partnerships: target customer segmentation and account strategy
• Client Success & Implementation: onboarding and account expansion strategy
• Product & Development: roadmaps and prioritization