The Power of Positioning
In this session, Kevin discusses why “positioning” matters through decades of experience building category creating/defining companies.
Kevin is a seasoned marketing leader and executive who brings years of experience creating new categories within B2B software and building category-defining companies like Zenefits, HireVue, and Taleo, amongst others. Today, Kevin is the CMO at Zenefits, the leading turnkey HR platform for SMBs, that has raised more than $600M in funding from prominent investors like Fidelity, TPG Growth, Andreessen Horowitz, IVP, Insight Venture Partners, and others. Prior to Zenefits, Kevin was the CMO of HireVue and helped scale that business from 10% to 60% market share resulting in 4,000%+ revenue growth. Prior to Kevin’s arrival, digital interviewing was seen as a feature, not a platform, and through Kevin’s marketing, positioning, and brand building wizardry, he helped pave the path for the creation of a new category within Talent Acquisition which was pivotal to HireVue’s successful exit to Carlyle in October 2019. Kevin has built a playbook that is truly rarified. In this Master Class, he shares that nailing positioning is foundational and has several downstream effects (product, go-to-market, sales motions, etc.) that Kevin discusses as he provides an invaluable framework for creating a strategic company narrative to help tell a consistent and simple (not simplistic) story that resonates with customers.
Software Durability in an ‘AI World’
The Inflection Point - "Viable to Valuable"
The Four Fundamental Failures of Leadership Teams and How to Avoid Them
Scaling Up -- Playing the Platform Power Game
‘Operationalizing AI’ Series – Pricing & Revenue Acceleration in the Age of AI
Scaling a Performance Culture
Crossing the Chasm: The Documentum Case Study on G2M and Leadership
Practical AI in Action for Executives
Pitch-Ready: How Great CEOs Tell the Story & Communicate Effectively
Design as a Growth Engine: Lessons for Founders and Leaders
Winning the Next Channel: How to Build Visibility & Demand in LLMs
Blueprint for Creating "Real Customer Success"
Best Practices for Prospect Conversion & Engagement
B2B SaaS Public & Private Market Outlook & Update led by Piper Sandler
Achieving Next Level Growth by Optimizing Value and Price
Amplify Go-to-Market via Account-Based Marketing "(ABM)"
Best Practices for Recruiting Exceptional Go-To-Market Executives
Building a High-Performance GTM Organization
Building a Revenue Machine Through RevOps
Building a Best-in-Class, Data-Driven Customer Experience & Success Strategy
