Selling in a New Category

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."