Podcast · 49 min

A Masterclass in Category Creation from the Leaders at Gong and Gainsight

Josh Schachter with Udi Ledergor and Lauren Olerich · [Un]Churned, Gainsight Free Advanced

Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that came before the name that stuck. Full transcript on the page if you would rather skim.

Open on gainsight.com ↗

It answers 6 questions

  1. When is category creation the right call for us, and when is it just an excuse?
  2. When should we start talking to Gartner and Forrester, and what do we actually say?
  3. How do I tell if the category is working, or if we are just talking to ourselves?
  4. How did Gong actually create revenue intelligence, step by step?
  5. Our founder is the brand. How do I make the brand bigger than one person?
  6. What does world class thought leadership actually look like, concretely?

Read with it

  1. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet
  2. The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute
  3. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford
  4. The book that gave the discipline its vocabulary (category king, lightning strike, point of view). Read it as the ambitious end... HarperBusiness Book · 272 pages Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
  5. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky
  6. Rare conversation that ties category creation directly to pricing power and to reading real product market fit signals in... a16z Podcast · 37 min a16z Podcast: Creating a Category, from Pricing to Positioning Martin Casado, Michel Feaster, Sonal Chokshi
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