Position your offer for the buyer who is genuinely about to act.
Dunford-grade positioning and messaging that sharpens your ICP and lifts conversion across every channel.
When 'we help businesses do X' isn't working
Your messaging sounds like everyone else's. Sales calls open with 'tell me about your business' instead of recognition. Conversion rates plateau and discounting creeps up.
You suspect you're chasing too broad an audience but every narrowing decision feels like leaving money on the table.
We use April Dunford's positioning framework adapted for B2B services — clear category, sharp differentiators, defined ICP, message-market fit.
How we position
- 01
Diagnose the current position
What category do customers slot you into today? What alternatives do they consider? Where is the message landing or missing?
- 02
Define the position
Category, differentiated value, ideal customer, alternatives — with stakeholder buy-in across product, sales, and marketing.
- 03
Cascade through every channel
Sales decks, website, sequences, ads — every touchpoint reinforces the same position.
What good looks like
Sales calls open with recognition. Inbound leads self-qualify. Discounting drops because the value is clear.
Sharper ICP
Less time wasted on bad-fit prospects.
Higher conversion
Every channel performs better when the message is right.
Premium pricing power
You stop competing on price because you stop being compared to the wrong alternatives.
Proof
+38% inbound conversion
Repositioning lifted inbound landing-page conversion by 38% with no change to traffic or product.
— B2B SaaS company
Frequently asked questions
4–8 weeks. Most of it is interviews and synthesis. The cascade across channels takes longer but is execution work.
Ready to find your sharper position?
Send us your homepage, sales deck, and a recording of a sales call. We will give you a 1-page diagnostic.