April Dunford

Founder, Ambient Strategy

April is an expert marketing practitioner turned executive consultant and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning and Market strategy.

Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into market. As a result of her work on positioning and repositioning these organisations in the market, those companies have seen significant growth in sales and value. At Janna Systems for example, she was responsible for all marketing and repositioned a company selling database software with $1 million revenue, into a BI business and sales grew to over $70 million per annum in 18 months before being sold to Siebel for $1.7 billion.  She’s also a board member, investor, and advisor to dozens of high-growth businesses and is the author of, ‘Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it‘.

In our opinion, one of the most valuable, readable and practical marketing books of the last decade. You can find her at: www.aprildunford.com

Positioning Jujitsu – How Startups can use Positioning to Take on the Big Guys and Win

As startups, we are often competing against larger more established players that can outspend, out-market and out-sell us. But it doesn’t have to be this way. In this brand new talk, April will show you how you can take your competitor’s biggest strengths and turn them into weaknesses.

You can see why we think April is a must watch expert by watching her talk at Business of Software USA this year.

You will learn:

  • How to use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that.
  • How you make sure your customers understand who your REAL competition is.
  • How you can take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them.
  • How you can arm your sales people to teach customers how to think about the market – in a way that advantages you (at least for your real target customers).