Zandra Moore is CEO & Co-Founder at Panintelligence and in this episode we’re talking about how small SaaS companies can take on big competitor. Zandra discusses Panintelligence's David Vs Goliath story of how a SaaS underdog from a small city in northern England is competing against legacy BI heavyweights such as Google, Microsoft, and Salesforce. Zandra discusses the process of how they positioned themselves, identified points of differentiation, and built out their go-to-market strategy using Geoffrey Moore’s framework from Crossing The Chasm. We also hear how this translates into their marketing strategy, their marketing playbook, and how they compete with much smaller budgets than their competitors. Links Panintelligence >> https://www.panintelligence.com/ Crossing The Chasm >> https://www.goodreads.com/book/show/61329.Crossing_the_Chasm Latka >> https://nathanlatka.com/podcast-thetop/ Winning By Design >> https://www.youtube.com/channel/UCF7LXR8Pi5fr-N8OQ8XtP9g --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward