Post Positioning - Testing and Execution

Post Positioning - Testing and Execution

From Positioning with April Dunford by April Dunford

April 2, 2026 · 26 min · Season 2 · Episode 22

About this episode

April Dunford discusses the importance of testing positioning through live sales conversations and how to effectively translate positioning into a messaging document.

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 homepage experiments, and I walk through the sales pitch structure I use to make that test meaningful. I also share how to turn positioning into a messaging document, how to keep that messaging consistent over time, and how to know when it is actually time to revisit your positioning. You will learn: (00:03:25) Why testing positioning through landing pages or homepage A B tests creates noisy results and does not isolate the positioning itself. (00:05:37) Why live sales conversations with best-fit prospects are a much better way to test whether positioning truly lands. (00:10:59) Why many companies struggle to translate positioning into a structured sales pitch and what that revealed in my workshops. (00:16:24) Why I recommend creating a messaging document before updating the homepage so your language stays consistent across campaigns, trade shows, and other assets. (00:21:25) How to recognize when positioning actually needs to change, and why teams should review…

People in this episode

Host: April Dunford

Topics covered

  • positioning
  • sales conversations
  • messaging document
  • testing positioning
  • marketing strategy

Keywords

  • positioning exercise
  • live sales conversations
  • sales pitch structure
  • messaging consistency
  • market shifts

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