Welcome to Season 2! In today’s episode, I explore why positioning fails to make the jump from marketing to sales in many companies, and what common misconceptions and mistakes in positioning work should be avoided. You will learn:  * Why sales teams often lack a deep understanding of positioning and its importance in the sales process. * Communicating value and positioning product consistently across all sales calls, even for new sales reps. * What happens when marketing creates positioning without consulting sales, leading to disconnect between the two teams. * The disconnect between sales teams and marketing teams, as marketing decks often don't account for the need for discovery and objection handling during sales calls. * Two common unspoken objections in sales pitches: pricing and change management. * Common challenges in transitioning positioning from marketing to sales, including inadequate decks.  * In enterprise and B2B deals, multiple stakeholders involved in a deal can lead to multiple pitch decks, making the process more complicated. * Customizing pitch decks for the champion, with a focus on resonating with their needs and concerns, rather than trying to address the objections of other stakeholders in the deal. — If you want to skip ahead:  (0:01) Positioning in B2B marketing and sales.  (4:25) Sales strategy and customer understanding.  (8:55) Why marketing and sales positioning often doesn't align.  (13:18) Sales pitches and unspoken objections.  (18:00) B2B purchase process and positioning for sales.  (23:24) Customizing sales pitch decks for different personas.  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” “Sales Pitch: How to Craft a Story to Stand Out and Win” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: https://apple.co/3PFHcWx  Subscribe on Spotify: https://spoti.fi/4aqyDqI  Subscribe on YouTube: a href="https://www.youtube.com/@positioningshow" rel="noopener noreferrer"...