Location: WeWork Waterhouse Square, House no. 3, Room 4A, 138 Holborn, London EC1N 2SW
Winning today isn't about beating the competition at the old game. It's about inventing an entirely new one - creating a new market category, designing it, developing it and ultimately dominating it. The companies that succeed in this go on to become Category Kings that take the lion's share of their new market category's profits. Think Uber, Google, Apple, Cisco, Salesforce. And that journey needs to start early in a company's life. The sooner you define your new category and position yourself as the leader of that category, the sooner you get a fly-wheel effect where you start to attract the best funders, the best talent, the best customers and the best partners - all wanting to work with you. And the faster you get this fly-wheel turning, the harder it is for anyone else to enter your market. This workshop will help you understand the importance and the dynamics of Category Creation and start you on your journey towards defining, creating and dominating your own Category.
Ben Wright - B2B Sales and Marketing Specialist
20+ years operational experience leading B2B sales and marketing teams working for high growth startups as well as large multi-nationals in the UK, Europe and Silicon Valley. Now working with a number of VCs (including Crane Venture Partners, Seedcamp, EC1 Capital, Firestartr, Local Globe, Kindred and several more) to help their portfolio companies build and scale their sales operations more quickly and more effectively. Improving every stage of the sales cycle from Category Design to go-to-market and market segmentation strategies, outbound and inbound marketing campaigns, all the way through lead generation, lead qualification and lead engagement to sales presentations, demos and positioning, effective pipeline management, deal closing and sales team coaching. Recent clients include Debut, Avora, Bridge-U, SonicJobs, Investly, Hypaship, Reinfer, WeGotPop and several more.