A step-by-step guide to crafting a sales pitch that wins

Category creation is interesting. Like most companies, if you look at their arc, even the category creators that are successful, they did not start out as category creators. So they started out as a niche play in an existing category.

What typically happens is product's working on some stuff, sales is working on some stuff, marketing's working on some stuff. Marketing in their own little bubble comes up with positioning, they might build some stuff for the sales team, heave it over to the sales team. Sales team looks at it and says, 'I don't get what any of this stuff is. I disagree with this. This doesn't match what I see,' and they just throw it out.

What B2B software buyers want in a sales interaction is perspectives on the market and help weighing their options. And we don't do that. We're just like, 'Here's our stuff. You figure it out, it's up to you.'

There is this secondary job that the champion of the deal is, and that's how do I make a decision without getting fired? And so we got to help them accomplish that job, otherwise we don't get what we want, which is the money.