A globally recognized leader in positioning.
I spent the first 25 years of my career as a startup executive, running marketing, product, and sales teams. I led teams at seven successful B2B technology startups. Most of those startups were acquired (DataMirror to IBM, Janna Systems to Siebel Systems, then SAP, Watcom to Sybase via Powersoft, to name a few), and I ran big teams at IBM, Siebel, Sybase, and others. The total of those acquisitions is more than two billion dollars. Across that journey, I positioned, re-positioned, and launched 16 products, and created dozens of sales pitches.

I have a deep curiosity about what makes the difference between a winning product and a loser. Developing a systematic way of positioning technology products and companies has become my life's work. As a consultant, I have had the privilege of working with more than 200 companies, allowing me to go even deeper and broaden my positioning expertise. The bulk of my work is with growth-stage startups and larger technology companies. Companies where the stakes are high - and weak positioning can mean the difference between success or failure.

My first book, Obviously Awesome, captures my ideas about positioning and a methodology for doing it that any startup can follow. It's become a best-seller and popular among entrepreneurs, product, and marketing folk. My second book, Sales Pitch, was designed to teach a step-by-step way of building a sales pitch that reflects that positioning, and helps make a clear compelling case for why prospects should pick you over the competition.

I studied Engineering at the University of Waterloo. If you had told me back then that someday I would be an author, I would have said you were nuts. It turns out my grade 6 English teacher was wrong about the importance of grammar. 

I'm at the stage of my career where I'm trying to give back as much as I can. I am a mentor and advisor to dozens of startups and folks that work in them. I am also an enthusiastic board member at a handful of startups. 

I live in Toronto, Canada. I have kids, a small dog, and a cabin in the woods.
There are few go to market professionals that have proven scale-up success across multiple organizations. If you’re a startup looking for someone who has really been there, done that, April’s your gal.
David Bloom
Founder and CEO LevelJump
Positioning, Is. Hard. Really hard.
But April gets it better than anyone I know.
Oli Gardner
co-founder of Unbounce
April Dunford contributed invaluable work for Redgate, helping us position our company around a reframed area with more growth opportunities and a bigger mission than we had before. Since then our revenues have grown substantially, in part due to our better positioning.
Simon Galbraith
CEO, RedGate Software
Find out more about how I can help your team strengthen your positioning and transform your sales pitch.
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