A New Position in an Existing Category, with Rowan Tonkin

In this episode, Benji talks to Rowan Tonkin, CMO at Planful.
Over the past 3 years at Planful, Rowan has focused much of his effort on defining their category in a saturated and mature market. Clearly, you can't just go off and create a new category without a ton of planning and intentionality. Today Rowan shares some of the difficulties they faced and the lessons learned throughout this process.