Do you run a technology company that doesn’t fit neatly into an existing tech category—say, CRM software, data analytics or collaboration tools? One that doesn’t get much analyst coverage (because analysts don’t know how to classify you) or attention from the press? Then congratulations: You might be creating a new category.

In this episode of Powered by Battery, Anthony Kennada, currently a Battery executive in residence and the former CMO of software company Gainsight*, walks marketers through the best practices for creating a brand-new tech category. It’s what he did at Gainsight, which pioneered the category of “customer success” software to help businesses hang onto—and upsell—customers paying through a recurring subscription model.