So much of sales is about solving existing problems. But category creation is about something new entirely.

Joining this episode of Demand Gen U is a panel of experts, including Sydney Sloan, Executive in Residence at Scale Venture Partners, Nick Mehta, CEO of Gainsight, and Mike Volpe, Senior Advisor at Silversmith Capital Partners.

Together with Jason Widup, VP of Marketing at Metadata, they break down exactly what category creation is, the different phases of it, and when it’s necessary, plus much more.

Find out:

• What category creation is
• When category creation is necessary
• The different phases of category creation

0:00 – 4:24 Introduction

4:24 – 8:54 How to define category creation

8:54 – 15:05 Signs that a company should create a category

15:05 – 16:50 The different phases of category creation

16:50 – 22:11 Working to a playbook and why analysts are so important

22:11 – 27:30 How you can remain the leader after category creation

27:30 – 33:11 Potential costs associated with category creation

33:11 – 34:18 Outro