Product Marketing Life How Clari dominated the revenue platform category, with Julien Sauvage, Clari
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Aug 16, 2024 
Julien Sauvage, GVP of Marketing at Clari, shares his journey from machine learning and data science to leading product marketing in SaaS. He reveals strategies for category creation and discusses Clari's evolution in the revenue platform space, focusing on acquisition choices that boosted their competitive edge. Julien highlights the importance of crafting cohesive multi-product narratives that address customer challenges and transforming social proof into marketing assets. His insights are invaluable for marketing leaders aiming to make a significant impact in their industries.
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Owning the Revenue Platform Category
- Clari positioned itself as a "revenue platform" encompassing multiple sub-platforms and use cases.
- This strategic category ownership helped differentiate Clari and accelerate winning larger deals.
Winning with "Revenue Leak" Narrative
- Creating the "Revenue Leak" narrative united all product use cases under a single, compelling problem.
- This metaphor helped reps elevate customer demand beyond typical needs to sell a broader platform.
Enable Reps to Redirect Demand
- Sales reps must redirect and elevate customer demand to align with the bigger problem narrative.
- Enabling reps to do this leads to selling broader solutions instead of narrow apps.