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5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight
5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight

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5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight

13 de Feb de 2019••
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Negócios

Building a company is hard enough, but what if there's no clear market to launch into? That's the situation Gainsight CEO Nick Mehta and CMO Anthony Kennada found themselves in when they joined the company that would become Gainsight in 2013. There was no playbook for category creation, so they built their own—and catapulted Gainsight into one of the fastest growing private companies in the world. Join Nick and Anthony for an open and honest look into their playbook for building the Customer Success category: the needle movers, the mistakes, and everything in between.

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5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight

  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
  3. © Copyright 2018, Gainsight, Inc., All rights reserved December 2012 January 2013
  4. © Copyright 2018, Gainsight, Inc., All rights reserved
  5. © Copyright 2018, Gainsight, Inc., All rights reserved
  6. © Copyright 2018, Gainsight, Inc., All rights reserved
  7. © Copyright 2018, Gainsight, Inc., All rights reserved
  8. © Copyright 2018, Gainsight, Inc., All rights reserved Me! Mom
  9. © Copyright 2018, Gainsight, Inc., All rights reserved
  10. Category Creation • No/few competitors • Not much noise • No pre-existing notions • No customers
  11. © Copyright 2018, Gainsight, Inc., All rights reserved
  12. © Copyright 2018, Gainsight, Inc., All rights reserved NEED TO CREATE CATEGORY AND REAP BENEFITS
  13. © Copyright 2018, Gainsight, Inc., All rights reserved “Companies that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market capitalization growth.”
  14. © Copyright 2018, Gainsight, Inc., All rights reserved
  15. © Copyright 2018, Gainsight, Inc., All rights reserved Requirement: Have started PeopleSoft previously.
  16. © Copyright 2018, Gainsight, Inc., All rights reserved
  17. © Copyright 2018, Gainsight, Inc., All rights reserved
  18. 5 Things You Need to Do to Create a Category (and What Makes Them Super Hard)
  19. #1: Ignore Analysts (Initially)
  20. © Copyright 2018, Gainsight, Inc., All rights reserved Customer Support CRM Account Mgmt.
  21. © Copyright 2018, Gainsight, Inc., All rights reserved
  22. "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.”
  23. At the end of the day, the customer defines the category.
  24. Hard, because no one will tell you it’s the right idea.
  25. Category Name Suggestions • Customer analytics • Customer machine learning • Customer business intelligence • Customer insights • Customer artificial intelligence • Customer autonomous scooters
  26. #2: Focus on People, Not Just Product
  27. © Copyright 2018, Gainsight, Inc., All rights reserved
  28. © Copyright 2018, Gainsight, Inc., All rights reserved “We should host an event…”
  29. Funny Pulse photo from 2013
  30. 2013 300 2014 927 2015 2039 2016 3200 2017 4026 2018 5000+
  31. A Lifestyle Brand for Customer Success Industry Conferences Content & Digital Community GroupsEducation & Careers
  32. 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!
  33. Hard, because CFOs or investors may not get it.
  34. “Not all things worth counting are countable and not all things that count are worth counting.” Albert Einstein
  35. #3: Evangelize
  36. © Copyright 2018, Gainsight, Inc., All rights reserved 50,000+ copies sold Translated into Japanese and Portuguese “… more than 2 years after publication. It’s unusual for a book to sell so consistently at this point in its life—most books have flamed out by this point.” - John Wiley & Sons
  37. 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
  38. Hard, because you need ‘voices of the customer’ in your company.
  39. #4: Be Authentic at Scale
  40. 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
  41. “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
  42. © Copyright 2018, Gainsight, Inc., All rights reserved
  43. © Copyright 2018, Gainsight, Inc., All rights reserved
  44. © Copyright 2018, Gainsight, Inc., All rights reserved
  45. © Copyright 2018, Gainsight, Inc., All rights reserved
  46. © Copyright 2018, Gainsight, Inc., All rights reserved
  47. 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!
  48. Hard, because you need to get comfortable being vulnerable.
  49. #5: Be Long Term Greedy
  50. 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
  51. 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
  52. Hard, because short-term planning is… well, hard.
  53. THANK YOU
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