Service area
02
Category Strategy
Turning skepticism into opportunity
“We're creating a new category.”
For early-stage teams creating a category with no established buying pattern. The work is the category thesis, positioning, and narrative, built with your leadership team — turning market skepticism into the opportunity that defines a new buying pattern.
Book a Discovery CallWhat you get
- A category thesis that makes you the only logical choice in a market you define
- A narrative the market repeats back to you — not one you have to keep explaining
- A buying pattern where none existed, so prospects self-qualify into your motion
- Positioning that holds pricing power against larger, incumbent competitors
The detail
Best forEarly-stage teams creating a category with no established buying pattern.What gets builtCategory definition, positioning, narrative, and ecosystem scaffolding.How it's deliveredAdvisor or Fractional CRO Partnership after the audit: 3-month minimum, then 30 days' notice.DeliverablesCategory narrative, positioning doc, GTM motion alignment.Choose this ifYou're defining a market that doesn't have a buying pattern yet.ProofI pioneered Enterprise Sales for Salesforce's nonprofit vertical. As a VP of Sales alongside my peers, I helped grow it over ten years from $0 in revenue to the $300M acquisition, and from about 30 to 1,000+ people, with 38 consecutive quarters of quota attainment along the way.
Usually starts with
The Revenue Readiness Audit, then an Advisor or Fractional CRO Partnership.
Start here
Book time to explore the fit.
The first call is discovery, not a sales pitch. If we're a match, the audit comes next — then the work.
Book a Discovery Call30 min · no fee · no pitch
