How do you "defend" your category in a way that serves the buyer?
I have taken pitches from two companies that, although unique and cool in their own right, were at the end of the day either Marketing Automation or Outreach platforms. They were so allergic to even being considered among their competition in those fields that both told me they "didn't consider themselves as having competitors," when they obviously did. I respect their commitment to the uniqueness of their solution - but what's the push/pull between touting your unique offering vs actually selling against the realistic choices others have? When do you dismiss some metrics as unimportant vs actually get into the nitty gritty and compare?
2 Answers
Fourth CMO • 5y
You do need to walk a fine line between highlighting that fact that you’re unique while acknowledging the other choices customers have. There are a few considerations her...
1075 Views
CrunchTime Senior Director of Product Marketing & Content • 6y
Companies create and “defend” categories because they believe, or want you to believe, that they solve existing problems in a new way or are packaging together solutions ...
505 Views
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