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Category Design Drives Markets
- June 8, 2020
- Posted by: Mark Donnigan
- Category: B2B Marketing
No CommentsIf you are not the Category King, winning the market will be much more challenging. Category design is the essential tool to drive any B2B disruptive innovation market.
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I knew that Mark could help us based on his background and high standing in the video streaming ecosystem, but I was not prepared for the depth of his contribution. Working closely with our marketing and sales leadership, Mark expertly guided us in creating a new category called ‘Video Experience Automation Platform.’ This was a missing component to our previous efforts where we strived to clearly define how what we did was different and, better. As a scientist and technologist, it is rare to find a business and marketing leader with the command of a market and technology, which is why I can recommend Mark highly.
