01
Conversations immediately turn to price
If potential customers don't understand why you're the better choice, price is the only thing that sets you apart. The cheapest option wins.
Module 3 of Marketing Architecture · Workshop-based · Clear positioning for B2B · Fixed price starting at €1,999
Positioning Audit — A Clear Market Position Instead of Gut Feelings
We systematically analyze and refine your positioning. Workshop-based, 1–2 days. Clear results instead of assumptions.
You know what your company does. But can you clearly articulate what you stand for in the market—and why customers choose you over the competition? This is often where the problem lies: the positioning isn’t clearly defined.
The consequences: inaccurate competitive comparisons, price pressure due to product substitutability, and sales conversations that focus on price too early.
In the audit, we develop your positioning in a structured way based on key factors: target audience, competitive alternatives, differentiating features, customer benefits, and market context. This results in a robust positioning statement that serves as the foundation for your website, sales, and marketing.
●Mini Audit starting at €1,999 · Standard starting at €4,999 · Workshop up to €9,999
●Structured Analysis: Target Audience, Competition, Differentiation, Benefits
●Documentation (approx. 25–30 pages) + workshop recording
●Experience gained from over 30 B2B projects with small and medium-sized businesses
The problem
Four Signs of Poor Posture
Poor positioning may appear to be a sales, pricing, or communication issue. At its core, however, it is a positioning problem.
02
False comparisons with the wrong competitors
Customers compare you to providers you don't want to be compared to. Because your market category isn't clear.
03
The website explains the product, not its value
Features are documented, but the unique value is missing. Visitors see what you do—not why it matters to them.
04
Positioning changes with each pitch
Everyone on the team describes the company differently. There is no unified message that sets us apart from the competition rather than imitating it.
Procedure
Four workshop phases — from discovery to statement
Every positioning audit follows the same framework.
// Step 01 / 4 · Dauer ~ Day 1 (4–6 hours)
Discovery Workshop
Identify competitive alternatives from the customer’s perspective—not the company’s. Who loses the order if the customer doesn’t buy from you? Identify unique attributes: What can only you do that competitors can’t do, or can’t do as well? Data: Customer conversations, win/loss analyses, sales logs.
- Competitive alternatives from the customer's perspective
- Unique attributes identified
- Win/Loss Analysis Evaluated
Deliverable · Competitive alternatives + list of attributes
What you get
Three deliverables following the audit
No slide deck without results. Concrete materials that your team can put to immediate use in sales and communications.
01
Position Statement
A statement that brings together your market category, your competitors, your unique attributes, and your value proposition. Formulated using the Dunford Canvas. Ready to use in your sales pitch.
02
Positioning Paper (approx. 25–30 pages)
Complete documentation of all five Dunford components. Suggested wording for hero text, elevator pitch, LinkedIn profile, and proposal introduction. Backed by reasoning rather than mere assertions.
03
Workshop Replay
Recording of the Discovery Workshop (Enterprise Package). New team members immediately understand how the positioning was developed and why. No black-box strategy.
What the audit changes
From interchangeable to distinctive
Poor positioning means you're lumped in with everyone else—the customer decides the price. The audit takes you out of that comparison and places you in your own market category with clear value.
Case Study: B2B Software Company in Germany, Austria, and Switzerland
B2B-Software
DACH-Markt
NDA-geschützt
Background
- B2B software company, subject to an NDA
- Three different roles within the team
- Price pressure due to incorrect market category
- Sales conversations turned to price after 10 minutes
Problem Statement + Method
- Positioning Audit Based on the Dunford Framework
- 1.5-Day Discovery Workshop (8 participants)
- Competitive alternatives derived from 12 customer transcripts
- Market category shifted from “software provider” to a specific category
- Positioning Canvas fully completed
Final results after 3 months
- 1
- Joint statement from the entire team
- 40% off
- Fewer price discussions during sales calls
- +22%
- Average order value after 3 months
- 5
- Dunford components fully developed
Case Study: Industrial Company with Multiple Brands
B2B-Industrie
Mehrere Marken
NDA-geschützt
Background
- Industrial company with multiple business units, subject to an NDA
- Each brand has its own, inconsistent visual identity
- Inconsistent public image, unclear brand hierarchy
- High maintenance effort due to separate systems
Problem Statement + Method
- Refined brand architecture: What does each brand stand for?
- All online presences consolidated onto a single platform
- Content and job postings migrated without loss
- Uniform structure with a clear sub-identity for each brand
Final standings after the relaunch
- 3 → 1
- Brands on a single platform
- 100%
- Content transferred without loss
Case Study: B2B Manufacturer of Technical Products
B2B-Hersteller
Technische Produkte
NDA-geschützt
Background
- B2B manufacturer, subject to an NDA
- Website explained products technically, not their benefits
- Long load times, high bounce rate
- Product search practically unusable
Problem Statement + Method
- Relaunch with a user-centric information architecture
- Performance optimized from the ground up
- Full-text search across the entire product catalog
- Communication of benefits instead of a mere list of features
Final standings after the relaunch
- 7 s → 0.8 s
- Home page loading time
- green
- Core Web Vitals — all passed
Case Study: Manufacturer with a product portfolio that requires explanation
B2B-Hersteller
Großes Produktportfolio
International
Background
- Hundreds of product variants, sold internationally
- Customers were unable to find the right product on their own
- Sales team constrained by standard selection questions
- Inconsistent multilingual presentation
Problem Statement + Method
- Product data imported in a structured and centralized manner
- Guided product selection instead of a simple catalog search
- Consolidated in a single database in multiple languages
- Clear navigation paths based on use case
Final score
- 100+
- Variants — guided rather than searched
- multilingual
- based on data
Fixed-price packages
Three tiers — clearly defined
No hourly rates, no open-ended contracts. You choose the package that fits your company and team size.
Package
01
Mini-audit
Assessment of the current situation
Existing positioning was reviewed against five Dunford components. Gaps and inconsistencies were identified. No discovery workshop was held, and no new positioning was developed.
1.999 €einmalig
NET · 1 WEEK
- Analysis of Current Positioning (Dunford Matrix)
- Gaps and inconsistencies identified
- Written findings document (10–15 pages)
- Recommendations for a full audit or self-assessment
Assessment · Preparation for Full Audit
Request a mini-audit →
Package
02
Full Audit
Most Popular
1-Day Discovery Workshop (up to 6 participants), complete Positioning Canvas, positioning document (approx. 25–30 pages) with suggested wording for the website, sales materials, and LinkedIn.
4.999 €einmalig
NET · 2–3 WEEKS
- Everything from the Mini-Audit
- 1-Day Discovery Workshop (up to 6 participants)
- Positioning Canvas (5 Dunford Components)
- Position statement drafted
- Positioning Paper (approx. 25–30 pages)
- Suggested wording for the website, sales, and LinkedIn
SMEs · 10–200 employees · a market segment
Request a full audit →
Package
03
Enterprise Workshop
Multi-brand / Group
2-day discovery workshop (up to 12 participants), multiple market categories or product lines, workshop replay video, 30-day follow-up support for implementation questions.
9.999 €einmalig
NET · 4–6 WEEKS
- Everything from Full-Audit
- 2-Day Discovery Workshop (up to 12 participants)
- Multiple market categories or product lines
- Positioning Canvas by Product Line
- Workshop replay (video recording)
- 30-day post-implementation support for implementation questions
- Sales Pitch Structure According to Dunford
Group · Multiple brands · Sales teams
Discuss Enterprise →
Note: Mini-Audit
The Mini Audit analyzes your current positioning against the five Dunford components—but without a discovery workshop. If you want to actively develop a new positioning strategy, start with the Full Audit. We’ll be honest with you—you shouldn’t book a package that doesn’t align with your goals.
About Dennis
Dennis Hüttner personally oversees every positioning audit
Our positioning work is based on a structured, proven approach derived from real-world client projects—not gut feelings, but well-reasoned decisions.
Used in over 30 B2B projects in the SME sector. NDA-compliant, collaboration on a limited liability company (GmbH) basis.
FAQ
Frequently Asked Questions
Five direct answers regarding the Dunford method, process, implementation, and white-label options.
What is the difference between positioning and branding?
Positioning defines what you stand for in the market—in relation to the competitive alternatives your customers are actually considering. Branding is the communication of this positioning: visually, verbally, and emotionally. Branding without clear positioning is like decoration without a foundation.
Why April Dunford and not another positioning framework?
Dunford’s method from *Obviously Awesome* is one of the few frameworks that consistently derives positioning from the customer’s perspective—not from corporate optimism. The five components (market category, competitive alternatives, unique attributes, value, target segment) can be directly applied to website copy, sales pitches, and pricing. Other frameworks often end up with abstract brand adjectives.
Who should attend the Discovery Workshop?
The people closest to customer interactions: sales, management, and product managers. Not just the marketing department—positioning is based on real win/loss data, not wishful thinking. We recommend 3–6 participants for the Full Audit and up to 12 for the Enterprise Workshop.
What happens after the positioning document is released?
The document includes specific wording suggestions for website copy, sales pitches, and LinkedIn. If you’d like assistance with implementing these changes into your website copy, you can request this as a separate project. Implementation in TYPO3 or WordPress is handled through our CMS packages—or you can provide the templates to your team.
Can we order the white-label positioning audit for clients?
Yes. Several of our public case studies come from white-label partnerships. For more details, see the "For Agencies" section.
Initial consultation
30 minutes with no obligation
You describe your current situation—we’ll determine whether a Mini Audit, Full Audit, or Enterprise Workshop is the right place to start. There’s no obligation.