YouSaid · the spoken record

Barbra Gago

lines on the record: 62
first: 2022-10-27
most recent: 2022-10-27
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“In the early days, I was working on market automation, for example, so Marchetto, now HubSpot fits into that, even though back then they were more of this inbound marketing platform slash category performance management, which is the area of Pando. We've talked a lot about people products. I think gain site did a great job with the customer success platform. So this is like a different problem that they were solving within the organization for a group of the customer success team. Basically, how are they going to make their customers successful?”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think so. The thing is, it's like when you talk about ICP for how you're going to sell your product and really build a repeatable sales process to scale that piece of your business. And the more specific the thing is that you're selling initially, obviously you're going to have more relevant users. They're going to spread word of mouth, et cetera, et cetera. You can always expand that scope later, right? The category can also evolve. You mentioned CultureAMP earlier. The category now is people experience actually when I was there, it was more about people analytics platform or people intelligence platform because we were providing a deep set of data that companies didn't have before. But that category has since evolved as their go-to-market has changed, as they've added new products to their platform and new features and things like that.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“Exactly, it's interesting because I would say that if you're building a category as well, you can sometimes be selling into a category while you're still building the appetite for a different category, which is kind of a nuance, which is all about like, where's the budget and how to customers describe their pain points?”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“Versus more broad, and when are you granular versus when do you go broad? But I think ultimately it's just a set of features or products that are solving a specific pain point that customers most likely have a budget allocated for.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“When we talk about category, I think it's really what would be a good way to explore your space and your relevant categories would be to go to G2 Crowd or software advice or any of those type of review sites or directory sites and learn about how they've categorized products based on feature sets. And so within each industry, there's going to be a bunch of different types of categories. Those categories are typically products that solve, at least in B2B, products that solve like a certain pain point or set of pain points. And they can be very wide, like all in one and big solutions, or they can be narrow. There's like this all in one versus best in class, for example. And I think that's where the granularity of category comes into play and then how big the market is obviously maps to granular.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“Competition and sometimes competition, you would think like, oh, we want to not have competition, so let's build a new category. But ultimately, you're not building a category until there is competition. Like it's not officially actually a category until there's more companies that do that. And that was like a big learning for me in this whole process of category creation is that it's actually okay when new companies come in that say they're that category because it's just validating the fact that there is a new category. So I think it's really if and when is really about what the overall objective is and also what the current situation is with competitors and the space, the ATS market is still, you know, the ATS market, for example. And Miro has created visual collaboration as a category, but also ticks off boxes for other categories as well.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“Folks that listen to this know of job fight or remember job bite, and there were a lot of systems before that. JobVite had come in like the mid-2000s as like the new and improved ATS. And it was all about like social recruiting, but it was very transactional and it wasn't very strategic. And so we wanted to steer clear of the ATS space, even though we were an ATS. We can talk more about what we tried and what we ended up doing. But I think the main factors when you're thinking about category creation is really what budget companies have if they have a budget, if they don't have a budget, companies did have a budget for ATS, for example, until now. I don't think companies had a budget for visual collaboration, for example. What's the language and the words that people use to describe their pain points and their situation, the things that they need? And then is there”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“So much possibility, and I used to joke that it was like even as a company lure, like the ever-extending universe, there's just so much to do there that online whiteboard was really small. Greenhouse is in the ATS category, which is applicant tracking system. And at the time, applicant tracking”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“They're both great examples because, in one, we did create a new category, and in the other, we tried and abandoned ship. With Miro, I think when I joined the company, there was this concept of an online white board, which also is a category, but it's a much smaller category and it wasn't something that a lot of people searched for. And I think the biggest kind of motivating factor of thinking about category creation at Mural was how do we become something really big and needed by every company and not just this little thing that maybe product teams would use or maybe engineering teams or schools or something like that. When you're thinking about category creation, it's really for us, it was really about the scope of what we're trying to do and not wanting to be in something too small. And I think with Miro, the platform that it is, there is.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“We'll talk about it at the end again. Yeah. What are you working on now? Yeah. And now I'm building a product which we'll see about the category, what it ends up being, but it's what we call an employee progression platform. So basically from the work that I've done as a leader, building and scaling teams and also the exposure I've had in the people type space, I just have found that there's been a lot of tools lacking for leaders to really coach and develop their team in the right way, like creating enough structure and transparency into the process that creates accountability on both sides. So yeah, we're taking on the big goal of killing performance reviews.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“Definitely. So I spent my pretty much my entire career in BAB SAS tech building and scaling through hypergrowth, oftentimes with disruptive technologies, kind of at the center of people, tech, future of work, I would say. I helped bring products like CultureAMP and Greenhouse to market in the people space. Before that, I did some work in enterprise social networking in the Yammer days. Most recently, I was the CMO at Miro where I also let the rebrand and kind of introduced that product to the world, which was very exciting.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source
“When you're building a category, you need to make sure that there is a category that's validated by analysts and directory sites and things like that, but also you want to have a lot of traction in terms of thought leadership. Like, why is this the category? What are the unique kind of value propositions of this particular thing? What are the pain points it solves? And then, of course, getting a lot of content around because when you're generating a new category, you're also needing to educate buyers that there is a category that they can now budget for and why they should allocate budget for that.”
2022-10-27 · Lenny's Podcast · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · IDENTIFIED FROM THE TRANSCRIPT · source