Why most B2B positioning fails has less to do with the strategy itself and more to do with what happens after it leaves the room. April Dunford reveals why positioning must involve sales, product, marketing, and leadership—and how to turn positioning into a sales story that actually survives contact with customers.

You’ll learn:

  • Build positioning around what customers actually choose you over
  • Align sales, marketing, product, and leadership around one clear position
  • Translate positioning into a sales pitch that reps will actually use
  • Test and refine your positioning with real qualified prospects

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