Episode 4 (December 23, 2020)


In our fourth episode, Gil talks category creation with one of the marketers responsible for Drift’s category domination, and another who led Zoominfo through a successful IPO. Panelists for this episode include:
  • David Cancel, CEO of Drift and instrumental in creating the Conversational Marketing category.
  • Henry Schuck, founder and CEO of Zoominfo and instrumental in creating the Sales Intelligence category.
You’ll walk away from this episode with an understanding of
  • How a focus on operational excellence, rather than skill, lead Zoominfo to dominate the Sales Intelligence category.
  • The “dating dynamics” of finding a supportive investor.
  • Why marketers embrace people calling their product “stupid”.
  • BONUS! Find out how Gil kicked off his entrepreneurship journey as a kid illegally selling fireworks to his classmates.

Episode 3 (December 3, 2020)

In our third episode, Gil has another fascinating category creation discussion with two of the marketers responsible for Drift’s category domination. Panelists for this episode include:
  • Dave Gerhardt, CMO of Privy and Instrumental in creating the Conversational Marketing category
  • Guillaume Cabane, Growth Advisor to startups and instrumental in creating the CDP Category
You’ll walk away from this episode with an understanding of:
  • How the combination of a strong focus on brand and creativity, plus deep technical and data expertise was the golden marketing combination during Drift’s rise
  • The importance of building an audience for your product before you ever try to sell anything
  • Why marketing based off of a feature chart is a losing proposition
  • BONUS! Find out why Guillaume has spent over 18 months sleeping in a tent and how Dave got through the worst stomach bug of his life the night before a huge New York Times feature article interview with his CEO!

Episode 2 (November 4, 2020)

In our second episode, Gil has an enlightening discussion with two more successful CEOs who each were instrumental in creating massive software categories: Customer Data Platform (CDP) and Revenue Acceleration! Panelists for this episode include:
  • Ilya Volodarsky – President of Segment and instrumental in creating the CDP category
  • Nicolas Vandenberghe – CEO of Chili Piper and orchestrator of the Revenue Acceleration Platform category
You’ll walk away from this episode learning…
  • How the original idea for Segment was in the education-tech space
  • Why Chili Piper thought their category name should be Buyer Enablement, and
  • How to infuse real humanity into your business while staying focused on growth.
BONUS – you can also play “six degrees of separation from Guillaume Cabane” to see how he’s a common thread in all of these stories!
 

Episode 1 (October 14, 2020)

Gil has an intimate discussion with three successful CEOs who each were instrumental in creating massive software categories: Marketing Automation, CPQ / Cash-to-Quote, and Sales Engagement! Panelists for this episode include:
  • Godard Abel – Founder of G2, and creator of “CPQ” and “Cash to Quote” categories”
  • Mark Organ – Founder of Eloqua, and creator of the “Marketing Automation” category
  • Manuel Medina – Founder of Outreach.io and creator of the “Sales Engagement” category
You’ll walk away from this episode knowing…
  • Why your customers are actually the ones who define your category
  • Why you need to be different in every way possible, and…
  • Why strong competition is one of your best assets
  • BONUS – you’ll also learn about Manny’s first meeting with a major analyst firm, Godard’s run-in with the law, and Mark’s first run at entrepreneurship! Read the transcript.