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market category creation

2 statements across 1 episodes · 0 bullish · 0 bearish · 1 people on the record · first statement Oct 26, 2018 by Martin Casado · across every show →

Everything said about market category creation, oldest first

Oct 26, 2018
Insight
Casado: Category-creating enterprise startups require direct sales forces
“In most market category creation situations, in most of them, you have to have a warm body in the customer selling, just because the customer doesn't even know how to think about it. So you, in most of cases, you have a direct sales model,”
Martin Casado Oct 26, 2018 ▶ 2:42 Going to Market When No Market Exists
Oct 26, 2018
Insight
Casado: Market category creation involves selling to problem-unaware customers
“Market category creation is the customers don't even understand the technical concepts. They don't understand the approach. In many cases, they don't even know they have a problem.”
Martin Casado Oct 26, 2018 ▶ 3:35 Going to Market When No Market Exists
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