The document discusses 5 things needed to create a new product category and what makes them difficult. It outlines focusing on people not just product, evangelizing the category vision, being authentic at scale, and having a long term view rather than short term goals. Each step is described as challenging because it requires ignoring analysts, relying on customer feedback over metrics, being vulnerable, and prioritizing long term planning over short term gains.
Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard)
1. 5 Things You Need to Do to Create a
Category (and What Makes Them
Super Hard)
NICK MEHTA
CEO
Gainsight
@nrmehta
ANTHONY KENNADA
CMO
Gainsight
@akennada
2. 5 Things You Need to Do to Create a Category (and
What Makes Them Super Hard)
Nick Mehta
CEO
Gainsight
@nrmehta
Anthony Kennada
CMO
Gainsight
@akennada
25. "You need to find a demographic
and a customer that no other
software company is paying
attention to in a modern way, and
help them realize their ultimate
ambition. Your software comes way
down the road -- your job is to
make them be heroes.
Make them feel like they are
transforming their business in the
role that they have, internalizing
that there is a company out there
that cares about me, cares about
my role.”
26. At the end of the day, the customer defines the category.
37. A Lifestyle Brand for Customer Success
Industry
Conferences Content & Digital
Community GroupsEducation & Careers
38.
39.
40. Community Learnings
1. So many lessons from open source
2. Huge value to branding separate from company
3. “Momentum” is important
4. All about connecting people
5. This is your product too!
47. Content Learnings
1. Authentically get into daily mindset of community
2. Don’t just focus on content related to your product
3. Go for reach (LinkedIn posts, blogs) over capture (gated)
4. Podcasts work really well
5. Book is huge amount of effort but home run to reach broad
audience
50. Our Purpose
Our Values
To be living proof that you can win in business while being human first.
Golden Rule
Childlike Joy
Shoshin
(Beginner’s Mind)
Success for All Childlike Joy Shoshin Stay Thirsty
51. “Authenticity is the most effective form of
leadership. In business, time is currency, and the
ability to create trusted relationships at scale is a
superpower.”
Keith Krach
58. Brand Learnings
1. Blurred lines between company, culture, community
2. Conferences create great opportunity to break walls
3. Needs to be authentic to company
4. Have no shame!
62. 1. Market is getting sizeable
2. Market is growing rapidly
3. International opportunity is huge
CSM Profession is Exploding [LinkedIn]
3883
7522
16203
32479
2015 2016 2017 2018
63. Tech Go-to-Market: Make
Customer Success a
Cornerstone of Your Customer
Experience Strategy
Customer Success
Management is the Key to
Outstanding B2B
Customer Experiences
Introducing Customer
Success 2.0: The New
Growth Engine
How Smart, Connected
Products Are Transforming
Companies
Customer Success: Creating a
Virtual Cycle of Adoption,
Loyalty and Revenue