April Rassa

Here’s the structured process I’d use: 1. Direct & Indirect Sources Publicly Available Pricing: Check competitor websites, pricing pages, FAQs, and help centers for any disclosed information. Sales & Customer Conversations: Gather insights from sales teams who hear about competitor pricing during deal cycles. Collect customer feedback on pricing objections and comparisons. Competitor Quotes & Proposals: Work with the sales team to collect and anonymize real competitor quotes shared b ...Read More

There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-learn or test-and-scale. In a launch-and-learn model, scaling happens first as the commercialization comes online across the enterprise at once. Learning then occurs after rollout and across the enterprise. ...Read More

It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CEO is yuor ultimate storyteller and if she is bought in, then its easier to get the rest of the executive team aligned. The story is the strategy and that should be your starting point. What’s driving your s ...Read More

Managing competitive intelligence (CI) effectively in a B2B scale-up—especially as the company enters new markets—requires a structured approach that ensures insights are actionable, accessible, and continuously updated. Here’s the most effective way to do it: 1. Establish a Centralized CI Hub Use a dedicated competitive intelligence repository (e.g., Notion, Confluence, Highspot, Crayon, Klue) to store and organize insights. Structure it by competitor profiles, pricing intelligence, win/loss da ...Read More

CABs are great. Customer advisory boards have several common objectives in mind, including:- To create champions for the brand- To validate product ideas and guide the product roadmap- To help shape marketing messaging- To gather market intelligence - Understand the buying triggers of the company’s market- Provide beta users for the company’s new products- Help the company identify new markets A customer advisory board can provide insights into how customers are actually using your products, wha ...Read More

Captain obvious here but customers and data. Framing stories and pain points mapped to personas helps, partnering with your Product team so you're locked in the customer journey is also super helpful, so the teams recognize where the shifts muct be made. Customer retention is the holy grail of business, and don’t you ever forget it! Without customers, you don’t have a product or business, so if you want to keep them (happy), it’s in your best interest to serve their needs. Your customers should ...Read More