Post Positioning - Testing and Execution

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 market shifts, competitor movement, and product changes on a regular basis.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

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