The Revenue Formula

Don't create a category, do this instead (with Kyle Coleman)

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Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.

He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.

  • (00:00) - Introduction
  • (02:45) - The TLDR of Kyle's presentation at Exit5
  • (03:27) - Are you differentiated?
  • (06:44) - How are you going to get the sale funded?
  • (09:42) - The stupid & simple questions to ask
  • (15:30) - Practical Implementation and Results
  • (18:55) - Am I the GTM bloat??
  • (23:18) - The Copy AI Pitch
  • (25:03) - Creating a Category Narrative
  • (26:23) - The Lightning Strike
  • (27:42) - Focusing on the Problem vs. Category
  • (30:24) - What changes in the day to day?
  • (32:33) - Lessons Learned at Clari
  • (38:59) - Connecting Positioning to Demand Generation
  • (43:01) - The AI Tailwinds

    • Sources & mentions
    • Brendan Huffords TL;DR of Kyle's presentation
    • Play bigger, Christopher Lochhead & the category pirates
    • Drive by ExitFive
    • Check the framework here

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    The Revenue FormulaBy Toni Hohlbein & Raul Porojan
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