So much of sales is about solving existing problems. But category creation is about something new entirely.
Joining this episode of Demand Gen U is a panel of experts, including Sydney Sloan, Executive in Residence at Scale Venture Partners, Nick Mehta, CEO of Gainsight, and Mike Volpe, Senior Advisor at Silversmith Capital Partners.
Together with Jason Widup, VP of Marketing at Metadata, they break down exactly what category creation is, the different phases of it, and when it’s necessary, plus much more.
Find out:
0:00 – 4:24 Introduction
4:24 – 8:54 How to define category creation
8:54 – 15:05 Signs that a company should create a category
15:05 – 16:50 The different phases of category creation
16:50 – 22:11 Working to a playbook and why analysts are so important
22:11 – 27:30 How you can remain the leader after category creation
27:30 – 33:11 Potential costs associated with category creation
33:11 – 34:18 Outro
