Own the story
Category design
When to create a category, when to win inside one, and how to name the problem so buyers pick you.
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What does category actually mean in go-to-market, and why does everyone keep telling me to pick one?
A category is the mental shelf a buyer puts you on before they judge anything else about you. The moment someone hears what you do, they reach for ...
Should we create a new category or just say we are a better version of something that already exists?
For almost everyone at the start, the answer is the existing category. April Dunford's own count is that around 90 percent of recently public tech ...
We named the problem instead of the product. Is that a positioning mistake?
It is usually the right instinct, badly executed. Naming the problem is what makes a category feel inevitable, because the buyer recognises the pai...
When is category creation the right call for us, and when is it just an excuse?
It is right when your buyer feels a real pain that no existing category addresses, and when the existing frame is actively making senior people ign...
How do I fund and staff a category play without starving pipeline?
Run it as a slice of marketing, not as a replacement for demand generation, because a category with no revenue behind it is a very expensive opinio...
When should we start talking to Gartner and Forrester, and what do we actually say?
Start earlier than you think, but start for the intelligence rather than for the quadrant. In the first stage you simply answer inbound analyst inq...
How did Gong actually create revenue intelligence, step by step?
Gong started life as conversation intelligence and found that senior revenue leaders heard that phrase and mentally filed it under sales enablement...
What did HubSpot and Salesforce do that most category attempts do not?
Both framed the world as an old game losing to a new game, and then made that frame a daily physical act rather than a campaign. Benioff put No Sof...
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