In this episode, Matt Watson interviews Dale Walden, the founder of Njord & Co, a SaaS B2B marketing company. They discuss the importance of positioning in marketing and how it can help companies focus on their target audience. Dale shares his experiences in the B2C and B2B worlds and emphasizes the need for founders to niche down and focus on a specific customer profile. They also discuss the challenges of transitioning from a founder to a leader and the importance of building a talented team. Dale provides insights into pricing strategies and the differences between selling to SMBs and enterprises.

Takeaways

• Positioning is crucial for companies to focus on their target audience and effectively communicate their value proposition.
• Niche down and focus on a specific customer profile to make your marketing more relevant and effective.
• Transitioning from a founder to a leader requires delegation and building a talented team.
• Consider the size of the organization you're targeting when determining your pricing strategy.
• Selling to SMBs and enterprises requires different approaches and considerations.

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This episode is sponsored by Full Scale:
https://fullscale.io/

Find out more about Njord & Co here:
https://www.njordconsult.com/

Learn more about Dale Walden here:
https://www.linkedin.com/in/dalewalden/

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Sound Bites

• "Positioning is difficult to define, but you know it when you see it."
• "Make your pitch and proposition relevant to your customer's identity or aspirations."
• "Transitioning from a ruthless dictator mindset to a collaborative leader is crucial for scaling a business."

Chapters

00:00 Introduction and Overview

03:01 Entrepreneurial Journey and Lessons Learned

05:30 Identifying Common Challenges in SaaS Businesses

08:18 Niche Down and Focus on Ideal Customer Profile

11:18 Creating Relevance and Emotional Connection with Customers

13:15 The Benefits of Focusing on a Local Market

14:13 Defining Good Positioning

15:30 Key Questions to Answer in Positioning

16:24 Differentiating Value and Making the Proposition Relevant

19:07 The Challenges of Psychological Positioning for Technical Founders

20:04 Quantifying Differentiated Value for Enterprise Customers

21:11 The Challenges of Unfair Advantage Perception

22:06 Transitioning from Founder to Leader

23:21 The Importance of Delegation and Collaboration

25:18 The Challenges of Letting Go of Control

27:20 The Importance of Talent and Building a Great Team

28:31 The Top Three Mistakes in Positioning

29:24 The Importance of Targeting the Right Market Size