The Ledger, every show
Every statement that passed quotation and attribution checks, across all 44 shows. Pick shows below, then mix any filter with any other.
shows 
every show 44 of 44
Pieri: Segment B2B software markets by actual workflows rather than firmographics
“All software for B to B is workflow software. And so the most important way to segment a market is by segmenting it by actual workflows that are being done by real people in the business.”
Pieri: B2B SaaS positioning does not require niching to a vertical industry
“A lot of times when people work with positioning experts, they're like, you have to niche down, you ought to choose an industry. And it's like, well, I can think of 50 companies that didn't do that. And so the definitions of all these words were very loose, wh…”
Pieri: Most B2B software deals are championed by managers or directors
“Most B to B software purchases Are championed by one person and likely they're a manager or a director level. They're not going to be a VP. They're not gonna be a C level and they're not gonna be like an intern or someone low.”
Pieri: Slack could grow faster by positioning directly against corporate email
“To me, I'm like, you might have more of a chance to grow the business by going after the seven hundred million people or whatever left who are probably still running their company's primary on email than you would living in this like very clearly like We all k…”
Pieri: Zoom struggled against competitors until 2019
“Of companies like zoom, where zoom for many, many years was not doing very well. Zoom was positioned as this video chat solution for businesses. And up until 2019, they were not doing so hot. They're getting beat by all the other people.”
Pieri: Rewriting homepage hero section forces internal positioning alignment
“What we have discovered is the homepage is a great place for this to live. So if you can answer these very, very trade-off related prioritization questions of who really is our most important buying champion in our most important segment, and what would they c…”
Pieri: Omitting workflows and competitive alternatives produces generic B2B product messaging
“If you take out the workflow, if you take out the competitive alternative, you're left with a very broad, make your life better, make your business more successful type of message.”
Pieri: Early-stage startups targeting multiple workflows fail to achieve mental availability
“Founders who try to do too much will fail, and they spread themselves really thin, and they try to go after all these different segments at the same time, and they don't understand the implications that if you target 10 different workflows, the likelihood that…”