Don't create a category, do this instead - with Kyle Coleman (CMO at Copy.ai)
And use it to create a strong pipeline
Listen to the episode here: Spotify, Apple or YouTube.
Here’s Kyle Coleman, CMO at Copy.ai — he returns to join us on the show, this time to talk about how to define and market a problem in a way that drives revenue.
In the episode, you’ll hear the different steps he took, including anything from the pitch to getting buy-in using lightning rounds.
Here’s a few of our favorite takeaways:
Most companies focus on the product. They think the best product wins. They market features and capabilities, and it gets lost in a sea of noise. There has to be a compelling narrative that differentiates the offering.
You need to be able to answer how buyers will be able to fund the project you’re proposing. And your story, or rather the problem you pick, is a key part of telling why it deserves funding.
With a clear problem defined, break it down according to what each stakeholder in the buying process care about - and adapt the pitch accordingly.
Use the lightning strike method, and put all your eggs in one basket once a quarter to make a big splash — all with the intention to market the problem, rally the market and rally the team.
In the episode, we get Kyle to cover his process from beginning to end. We also got him to share his framework here:
Watch the full episode here:
Sources & Mentions
Brendan Huffords TL;DR of Kyle's presentation
Play bigger, Christopher Lochhead & the Category Pirates
Drive by ExitFive
Want to partner with the revenue formula? Drop Toni or Mikkel a message on LinkedIn.