Positioning for tech companies. Author of the best-selling books Obviously Awesome and Sales Pitch.

April Dunford is the world's foremost authority on product positioning for B2B technology companies. As a consultant, April helps companies make complex products easy to understand and love. After a 25-year career as a VP of Marketing at various fast-growing technology firms, she has consulted with 300 technology companies, including Google, Epic Games, Postman, and others. April is the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning, and the newly released, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.

April Dunford

ANNOUNCEMENT - The new updated and expanded Obviously Awesome is coming!!! 🎉 🎉 

I've been sitting on this one for a while, so I'm SUPER EXCITED to get this out into the world!! 

Almost 7 years ago, I published Obviously Awesome, my attempt at describing the process I use to position B2B tech products and companies. I didn't expect many people to read it. I was wrong. 

Since then, more than 100,000 people have bought the book, and countless companies have used the process. A few hundred did that with me directly, and many, many more of you worked through the process on your own using the book. I've learned a LOT over the past 7 years, and I decided it was time to bring those learnings back to the book. 

The new edition is coming in FEBRUARY (don't ask me for a specific date - it's Amazon's world, we're just living in it). Here's what's new:

📙 5 STEPS (not 10) - In the first edition, I describe 5 components of positioning and a 10-step process for doing it. Some of you really hated that the number of steps in the process wasn’t equal to the number of components. The first few steps were pre-work, and the final steps are work that follows the exercise. I have repositioned those steps (see what I did there), and we now have 5 components and 5 steps. 

📙 The PRE-WORK section has been expanded to include key decisions a team should make before beginning a positioning exercise. This is based on my work with clients, and I think it will greatly improve any team’s chances of success when following this process.

📙 I have included sections that are more relevant to MULTIPRODUCT companies grappling with how to position their products in a company with multiple offerings. 

📙 Some steps in the process have been significantly expanded—particularly the Differentiated Value step. Most teams told me they got stuck there. I hope this new, improved section helps to clarify the concept.

📙 The final section, What Happens AFTER a Positioning Exercise, has been greatly expanded. This new section reflects my current thinking on how best to create a sales pitch to test positioning and then turn that positioning into messaging.

📙 For the first time, there will be a HARDCOVER edition. Most of you won't care, but I have seen some seriously well-loved (but also beat-up and scraggly) paperbacks at conferences, and I decided some of you need a copy that’s a little more durable!

🎙️ To go with the book, I'm reviving the Positioning PODCAST and will release a new series of episodes that dive into the book's new material. 
✍ The same goes for the NEWSLETTER (always the best way to follow my stuff). 

A new podcast episode and newsletter article drop TOMORROW - links in the comments.

🟧 Hugo H. Macedo 🟧

I help SaaS, AI and fintech teams turn strategic fog into sharp, simple direction.
I sharpen positioning, define ICPs and design GTM motions that leadership teams can actually execute.

My background blends engineering, marketing and venture-building. People who’ve worked with me often call me an “engineer-artist”: I move between hard analysis and creative narrative, connecting ideas, patterns and people. I’m usually the one in the room who names the real problem, reframes it and leaves the team with a sentence everyone can remember.

Over the past two decades I’ve played a similar role in different contexts: the person who finds the signal in the noise and turns it into a path forward.

A few results:
• Built the Product Marketing function at PandaDoc, helping double revenue on the path to a $1B valuation.
• Scaled a digital agency from $1M → $13M in revenue.
• Helped an AI startup grow from $1M → $10M ARR in three years.
• Launched and scaled a telecom business to 300K customers in a saturated market.
• Advised dozens of founders on focus, positioning, GTM and critical growth decisions.

What I’m uniquely good at:
• Seeing patterns where others see noise
• Diagnosing GTM problems and clarifying what matters now
• Articulating the story the product was trying to tell all along
• Making strategy simple, actionable and energising
• Unlocking talented but unfocused teams
• Combining strategic thinking with a very human, honest leadership style

If your company is at a crossroads — unclear positioning, weak narrative, stalled growth, or simply the need for sharper GTM — I’m open to conversations around Product Marketing, GTM leadership and strategic roles where clarity is the key constraint.

Senior Director of Product Marketing

Hugo Macedo

Mentoring is selfish.

I know what I'm talking about — adplist.org just named me a Top 50 
Product Marketing Mentor

But I didn't do it for the badge. 
I did it because mentoring gives back more than it takes:


1. It keeps you sharp. 
Thirty minutes to understand a real problem and offer helpful advice. No slides. No fluff. Harder than it looks.


2. It stretches your world. 
I've had calls with people in Nigeria, India, Pakistan, Iran, Argentina—places I'd rarely interact with otherwise. Different contexts force better thinking and empathy.


3. It lets you pay it forward. 
What you've learned can help someone else flourish. That matters.



To everyone who trusted me with their challenges—thank you. 

To anyone considering mentorship, go to adplist.org, explore, and connect.

🎯Hugo H. Macedo 🎯

Product Marketing & GTM | Turning noise into sharp positioning and go-to-market for SaaS, AI & fintech

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