Sell to people who already see the value. Duh!*
Most deal-winning tactics eat up time for limited return. Shift the bottom line up for good — with clarity on the problem you solve for your best buyers.
“Organizations with a strong Ideal Customer Profile achieve 68% higher win rates” TOPO
EXPERIENCE & IMPACT
deal win rate in 6 months
ARR y-o-y growth supported
PMM function built and led
years of marketing experience
*The DUH model
Fierce competition. Feature parity. Confused buyers. And AI that's making all of it worse.
For 15+ years, I've helped companies sharpen their sales narrative to make the product the obvious choice for the right customer. I've developed the DUH framework to pinpoint the precise differentiation and market position and get product and marketing aligned behind one strategic GTM.
Opinion-based tactics don’t boost win rates. Uncover the market segment that will convert.
Clarify your positioning to be the obvious choice for your ideal customers.
Go to market and sell with unapologetic authenticity and undeniable proof of value.
MY OPERATING PRINCIPLE
“Position the problem, not the product — find the segment for which nothing else works. Then the product becomes the obvious choice.”
PORTFOLIO & CASE STUDIES
See for yourself
Data Commerce with April Dunford
Got data for the category choice, and rolled out positioning post-April.
Post-acquisition re-positioning
Separating features, crisping up value props and deriving target audiences for new use cases.
Claim workflow automation
Led the service to SaaS transition and website redesign across 6 regions.
Coming...
GTM: Retail Media POSITIONING: AI Governance AR: Getting into the Gartner quadrant + 3x videos
