AMA: Product Marketing Leader, Paul Rudwall on Competitive Positioning
April 8 @ 10:00AM PT
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👋 Paul Rudwall
Great products don't win markets on their own. Someone has to build the engine. I did it at DocuSign for 7.5 years, scaling product marketing from pre-IPO through +$3B in revenue. Then I did it again at Hedra, an a16z-backed AI startup, delivering record revenue and 6x growth in traffic and signups. I also spent time pre and post-IPO in sales and marketing roles at Responsys and SuccessFactors.
The challenge I'm most drawn to: building the narrative and the GTM motion that takes AI-native companies from initial traction to repeatable, durable growth.
The challenge I'm most drawn to: building the narrative and the GTM motion that takes AI-native companies from initial traction to repeatable, durable growth.
How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1mo
The short answer is "Yes." You can fight a price war with positioning. That said, it's really hard. And, if you're already in a price war you've lost the high ground your...
973 Views
2 requests
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1mo
Managing competitive at a company that's scaling can be difficult. At scale, you should have someone who owns the function (if not a full team). But, until that point you...
416 Views
1 request
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1mo
There are actually three questions here. I'll focus mostly on how to weave AI into your existing narrative, before coming back to the others at the end. 1: Start with a ...
498 Views
1 request
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1mo
As with everything, the playbook here is being rewritten in real-time, largely by AI-native companies that are more nimble and therefore compete differently than SaaS inc...
399 Views
1 request
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1mo
There's no one right answer here. Every company and industry is a little different. But, there are a few things I always come back to. These aren't ranked, because they'r...
476 Views
1 request