Profile
Daniel Palay

Daniel Palay

Chief Executive Officer, KPI Sense
About
I help b2b SaaS companies develop buyer-specific business cases by combining a 3D approach to segmentation with primary market research that follows my philosophy on what must be conveyed to each relevant stakeholder. Always happy to answer questi...more

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Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerMarch 2
My views on competitive positioning are largely stolen from Andy Raskin. Rather than repeat that which I've "adopted" from his writing, I'd suggest looking them up (LinkedIn great place to find a lot of it, and links to the rest). The persona framework is pretty simple: consider the relevant s...Read More
1186 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerMarch 3
This isn't about avoidance or red flags, but what I consider the single most important behavioral question to ask, whether you are the one interviewing or the one being interviewed: When you're in the kitchen, do you like to cook or do you like to bake? The answer is so incredibly telling abou...Read More
1091 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerFebruary 29
Mary's answer is very good, and comprehensive, and many would do well to simply follow it. For those who enjoy a slightly more spirited debate on the nuances of persona development, I'm going to disagree on a few finer points (in the spirit of sparking a robust discussion!). First, where I absolu...Read More
974 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerFebruary 14
The best structure and format may not, in fact, be a "persona" at all. You have to ask the question: What should each internal stakeholder be using the persona to accomplish, and what does that look like? Not everyone across the organization knows what to do when handed a buyer persona profile...Read More
973 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerMarch 30
In the "real world" this is a function of whose responsibility sales collateral is. If it's product marketing, the answer is simple: Supply new collateral when it's time for an update. However, if product marketing is responsible for informing, and letting sales create its own materials, then it ...Read More
877 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerFebruary 16
Very straightforward question, with anything but a straightforward answer. They are each distinct... with roughly an 80% overlap with one another. The biggest differences are whether they are buyer-specific or general and whether one must precede the other. You need a value proposition to create ...Read More
779 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerFebruary 28
Well, the way you have it broke down, you seem to be describing a great researcher, a great engineer and a great writer. Three very different, equally important skillsets.  This is just my opinion, but there is another significant difference between the three, and one that is probably overlook...Read More
772 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerMarch 30
The part I am most experienced with is the business case justification. Indeed, I tend to build business case justifications and personas into a single narrative in order to make my story lines speak to the issues most important to each stakeholder. Primary market research (1:1 interviews) is the...Read More
740 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerMarch 2
I take a three-dimensional approach to customer segmentation. Within any given "traditional" segment (industry, size, geography, etc.) I look at three things: What problems my client's product solves, the stakeholders involved, and what incentives those stakeholders are responding to.  @Greg H...Read More
730 Views
Daniel Palay
Daniel Palay
KPI Sense Chief Executive OfficerFebruary 13
I always segment in three dimensions: One traditional segmentation metric (size, industry, geography, etc.); the problems experienced (that create a need for the product); the different stakeholders (how they experience the problem and what incentives each responds to). That's often difficult to ...Read More
719 Views
Credentials & Highlights
Chief Executive Officer at KPI Sense
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Chicago, IL
Knows About Analyst Relations, Product Marketing Soft and Hard Skills, Solutions and Platform Pro...more