Category

New Category Creation

For B2B SaaS, Cloud, and Technology Providers

There are tens of thousands of SaaS and cloud providers. But a handful of technology providers seem to rise above the rest. Reaching astronomical market valuations and commanding double-digit market shares, these category leaders are the ones every new tech startup wants to be like when they grow up. To become a category leader you need to do much more than build a great company and a great product. You need to think bigger about how to disrupt the status quo across the industry, how to start a movement amongst end-users, and how to get customers to fundamentally redefine how they view success.

The software vendors achieving $1 billion valuations and highest market share use four key strategies to achieve market leadership. These pioneers are able to rise above the rest to:

  • Re-imagine the Business Processes – Category leaders don’t want to incrementally improving the current business processes. They want to fundamentally reinvent the way the work is done.
  • Re-design the Organization Chart – Category leaders don’t want to just get a lot of people trained on their technology. They want to create new job functions, new career paths and entirely new organizations.
  • Re-define the Success Criteria – Category leaders don’t want to just help customers achieve their existing goals. They want to redefine their KPIs and what it means to be successful.
  • Re-invent the Technology Stack – Category Leaders don’t want to just plug-in to the customer’s existing ecosystem. They want to displace the existing tech stack and replace with their own platform.

Recent Articles about New Category Creation

How B2B Software Vendors Create New Categories

Over the past few years I have spent a considerable amount of time studying the best practices of category leaders in the Software-as-a-Service market. I have been particularly focused on market leaders in the…

Zuora Case Study (Part 2) – How Category Leaders Redesign the Org Chart

Zuora encourages subscription businesses to break down the traditional organizational silos that permeate 20th-century product-centric companies. As an alternative, Zuora promotes its PADRE (Pipeline, Acquire, Deploy, Run, Expand) operating model. Instead of marketing and…

Category Leaders Redefine How their Customers View Success

Category leaders disrupt their target industries by redefining the metrics and KPIs used to benchmark success. The process starts by investing heavily in projects that make early adopters successful. Once the desired outcome has…

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