Listen: A guide to advanced B2B positioning
From Lenny's Reads by Lenny Rachitsky
March 10, 2026 · 18 min
About this episode
April Dunford shares advanced tactics for overcoming B2B positioning challenges faced by product teams.
It's never been easier to launch products, which means the biggest challenge product teams are facing is quickly becoming distribution. April Dunford, the world's leading expert on B2B positioning and author of Obviously Awesome, has spent 10 years working with more than 300 companies to help them stand out. In this episode, she goes beyond the basics to share tactics for overcoming four of the trickiest positioning roadblocks teams face. In this episode, you'll learn: • The four roadblocks every team faces when making positioning decisions • Why cross-functional teams almost always disagree on who they compete with • How to break the cycle of product pessimism • Why the "So what?" test is critical for defining your differentiated value • How to use your GTM strategy to drive positioning decisions — References: • April Dunford: https://www.linkedin.com/in/aprildunford/ • April Dunford's guest post on positioning: https://www.lennysnewsletter.com/p/positioning • April Dunford on Lenny's Podcast: https://www.youtube.com/watch?v=hdjlCLb9Hl8 • Salesforce: https://www.salesforce.com/ • Lenny's Product Pass: https://www.lennysproductpass.com/ — Read the full newsletter…
People in this episode
Host: Lenny Rachitsky
Guest: April Dunford
Topics covered
- B2B positioning
- product distribution
- marketing strategies
- cross-functional teams
- product management
Keywords
- B2B positioning
- product distribution
- marketing tactics
- cross-functional teams
- product pessimism
- GTM strategy
Mentioned in this episode
Organizations: Salesforce, Lenny's Newsletter, Lenny's Product Pass
Books & works: Obviously Awesome
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