Confessions of a serial billion $ category creator

One of the last sessions at SaaStock18 was a bonus chat that
brought a double dose of Canadian accents - April Dunford, the
world’s foremost expert on positioning sat for a conversation
with Mark Organ, CEO and founder of Influitive. Even though they
spoke at 4;20 on the day weed was legalised in Toronto, the topic
they covered on the day was slightly different - category
creation. On this week’s episode we are bringing you their entire
chat.


Category creation had been coming up again and again during the
two days of the conference. It’s something that Mark, who has
started 7 companies in his career, two of which category
creators, is all too familiar with. His first one was Eloqua,
which he founded 20 years ago and the second is his current
company, Influitive, which he started 8 years ago. In their
conversation, April and Mark talk about the origin story of each,
to what extend Mark realized he was creating categories at the
time, how he sold the idea to funders and customers, and many
other. Both agree just how difficult category creation is and why
you need to be built for the ordeal it would take.


Mark and April also touch on the subject of the future of
marketing and where the industry as a whole is going.


Both Mark and April will be returning to Dublin, for SaaStock19.
There, they will be joined by SaaS thought leaders such as Claire
Hughes Johnson, COO, Stripe, Leela Srinivasan, CMO, Survey
Monkey, Kathryn Petralia, COO, Kabbage, and Girish Mathrubootham,
CEO, Freshworks. Grab a ticket now at the best possible price.


 


 


 


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their business forward: 


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