Marketing expert

April Dunford— B2B positioning · author

Conferences · books · 100k+ professionals · CA

April Dunford is a Canadian consultant specializing in B2B positioning, author of Obviously Awesome (2019) and Sales Pitch (2023), whose method has become a standard for SaaS founders structuring their messaging.

Also known for

  • Obviously Awesome (positioning)
  • Sales Pitch
  • Positioning before execution

Style fingerprint

  • Primary format

    Conferences + books + private workshops

  • Tone

    Pragmatic, structured, minimal academic jargon

  • Structure

    Numbered-step method + B2B SaaS examples

  • Vocabulary

    Business English, SaaS vocabulary

April Dunford spent more than two decades leading marketing at B2B scale-ups before specializing exclusively in positioning consulting. Her book Obviously Awesome (2019) presents an operational method in five components (competitive alternatives, unique attributes, resulting values, target segments, market category) that has become a reference framework for SaaS founders.

Her second book, Sales Pitch (2023), extends the method to the sales narrative: how to articulate positioning into a structured pitch that helps the prospect buy, rather than a product argument that blocks them. That extension reflects a broader thesis: positioning and messaging are not isolated marketing problems but prerequisites for any sales execution.

Her influence is particularly strong with early-stage and growth-stage B2B SaaS teams who realize their conversion problem stems from fuzzy positioning rather than a tactical weakness in content or ads.

In the getchatsocial.com product

The getchatsocial.com onboarding explicitly captures the five components of the Obviously Awesome positioning in the workspace 'brand voice' memory (competitive alternatives, unique attributes, target segments…), so that social and SEO content generation stays consistent with the positioning rather than reformulating it with every post.

Frameworks & methods

  • Obviously Awesome (positioning)

    A five-component positioning method: competitive alternatives, unique attributes, resulting values, target segments, market category. Published by Ambient Press in 2019.

  • Sales Pitch

    An extension of the method to the sales narrative: how to articulate positioning into a structured pitch that guides the buying decision. Published by Ambient Press in 2023.

  • Positioning before execution

    The thesis that B2B conversion problems originate upstream in fuzzy positioning, and that any tactical optimization without a positioning diagnosis remains superficial.

FAQ

  • Who is April Dunford?

    April Dunford is a Canadian B2B positioning consultant and author of Obviously Awesome (2019) and Sales Pitch (2023), both published by Ambient Press.

  • What is the Obviously Awesome method?

    A five-component positioning method: competitive alternatives, unique attributes, resulting values, target segments, and market category. Widely adopted by B2B SaaS founders.

  • What is the difference between Obviously Awesome and Sales Pitch?

    Obviously Awesome addresses positioning (who serves what to whom and why). Sales Pitch (2023) extends the method to the sales narrative: how to articulate that positioning into a structured pitch that helps the prospect decide.

Reference source

www.aprildunford.com