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Sales Talk for CEOs: Is Your Product Obviously Awesome? with Expert April Dunford (S5Ep13)

Alice Heiman

She highlights the transformative power of effective positioning, using an illustrative story from her early career where repositioning a product from enterprise CRM to CRM for investment banks led to significant business growth and acquisition by a major player. 39:07] Cross functional team approach to positioning. [42:45]

Siebel 103
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Differentiation, Dissimilarity, Disruption

Partners in Excellence

For example, my friend is solving different transportation/lifestyle problems with his pickup, bikes, and when he uses Uber. Using the car/lifestyle/transportation example, in some cases Uber might become a disruptor–at least when challenging the notion of vehicle ownership.