Three industry experts discuss selling in a new category, emphasizing market transitions, challenges of new technologies, investing timing, selling complex technologies, different sales motions, targeting early customers, and key customers that shaped Snowflake's success.
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insights INSIGHT
Market Transitions
Market transitions can involve shifts from manual to automated processes, legacy to cloud systems, or basic tools to specialized platforms.
Recognizing these transitions and timing entry correctly is crucial for success.
insights INSIGHT
New Technologies and Market Timing
New technologies often present solutions looking for problems, making market entry timing difficult.
Thorough intelligence gathering and thoughtful consideration are vital for navigating new markets.
volunteer_activism ADVICE
Leveraging POVs
Use POVs (Points of View) to differentiate from competitors, especially with new or complex technologies.
Align economic buyers with POVs by highlighting business problem solutions, investment, and return.
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If you’re trying to demonstrate value in a new category or sell a new solution like AI, then this podcast is for you. We pulled together three segments on the topic featuring:
Neeraj Agrawal - General Partner, Battery Ventures Keno Helmi - CRO, Espressive Chris Degnan - CRO, Snowflake
ADDITIONAL RESOURCES
For more information on Selling in a New Category, check out Force Management’s eBook: https://hubs.li/Q02GXNTZ0
Tune in and learn more about this episode of The Revenue Builders Podcast.
HERE ARE SOME KEY SECTIONS TO CHECK OUT
[00:01:28] Understanding market transitions and spotting opportunities. [00:03:01] Challenges of new technologies as solutions looking for problems. [00:04:29] Investing in new product areas and the importance of timing. [00:05:07] The role of POVs in selling complex technologies. [00:06:06] Different sales motions: Provoking interest vs. competing in an active market. [00:07:52] Qualifying economic buyers before a POV. [00:11:12] Realities of selling new technology at a startup. [00:13:24] Strategies for targeting early customers and overcoming competition. [00:15:14] Key customers that helped shape Snowflake's success.
HIGHLIGHT QUOTES
[00:01:46] "Spotting these transitions and being there at the right point is a key component here." [00:03:01] "New technologies as solutions looking for a problem must be the harder ones to guess." [00:05:07] "Sharing a POV or a POC is critically important when you're selling a technology your customers may not understand." [00:06:56] "If I have a brand new technology that customers may not understand, I can alleviate a lot of their concerns by doing a POV." [00:11:32] "There's a misperception if you're a salesperson that you can go into an early stage startup and make a ton of money."[00:14:09] "Teradata was almost arrogant... They let the cloud sideswipe them."
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