Sales, and how meaning beyond product performance drives sales, is ultimately the key outcome we are after, and there has to be a way to connect meaning with sales. By aligning the organization around the SuperPowers and figuring out how and why the world needs them, you establish a distinct, ownable, and scalable culture of innovation, service, and value. This ultimately becomes the story your customers will tell and sell about you.
Read More →First in a series on SaaS Soul. Soul requires boundaries in which truth can emerge by establishing context. Without constraints there are unlimited options. Without guardrails, the process becomes susceptible to sliding into well-worn ruts that feel more comfortable, less risky, more conventional. Happy crap.
Read More →In this episode of The SaaS Brand Strategy Show, DashLX co-founder Adam Stepanovic relays the struggles and breakthroughs associated with defining and establishing the Lived Experience (LX) category, and how the work of DRMG assisted in that journey.
Read More →Brand strategy is the X factor in demand generation, conversion, customer loyalty, product development, employee recruitment and retention, and ultimately valuation. That’s DRMG’s thesis. We’ll explore examples in an attempt to illustrate where the brand strategy X factor appears and what we can learn from those who have incorporated it, both successfully and maybe not so much. So you know it when you see it.
Read More →When that larger strategic idea and opportunity is surrendered on the altar of revenue, what is the true cost of a revenue-only focus?
Read More →Through reduction and re-orientation, the story you tell and sell about your company gains power through differentiation and removes you from the "better" game indicated by over-wrought and over-produced copy and production.
Read More →Conventional wisdom dictates that the first step of Demand Gen is to create awareness, but how B2B thinks awareness is created lacks impact and is easily copied. It's the Better game. Here's a little ditty on the opportunity to rebrand "brand-level marketing" in vernacular B2B will more easily understand and hopefully embrace.
Read More →While much of DRMG's work is informed by many of Category Design’s central tenets as championed and codified in Play Bigger, SaaS Brand Strategy is more than Category Design, and anytime you have a more-than you have to address the vernacular; you can't be like "We're better than Category Design.." otherwise you are in a game of better and not different. And as we all know, that's not the game you want to be playing.
Read More →Today (and maybe today only) let's think of a business like an amoeba. For those who no longer remember their 8th grade biology, an amoeba is a single-celled microbe that moves about by extending fingerlike projections called pseudopods and are controlled by a nucleus. They are either free-living in damp environments or they are parasites. While the essential nucleus of the cell remains fixed and protected, the pseudopods extend and contract in response to changes in the environments, both internal and external.
Read More →The nature of strategy is to identify, simplify, and focus on what really matters*. Never is that more important than when pessimism rules the day (and the market).
Read More →Marketing has one message to achieve awareness, sales adopts another to close the deals, and product rationalizes a different one to address competition and/or customer requests. This is a sign the company has likely grown past the original founder's insight and needs a new strategy to base the narrative. The CEO's are left to try and figure out how to get the entire company to talk about what they do the same way. And the CEO's solution is often to ask the CMO to fix it.
Read More →DRMG now offers a full suite of go-to-market services in tandem with our category creation and SaaS brand strategy.
Read More →Schedule an in-person clinic on DRMG's SaaS Brand Strategy.
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