I’m sitting here on the plane about to take off from Vancouver, BC where we just presented messaging and positioning ideas to a great technology client in a very hot space. As always, we took a look at their competitors’ messaging. It turns out, almost all their competitors are positioning as the leader. No surprises there. We see this pattern across a lot of industries. What was surprising were the grandiose superlatives rampant in the … [Continue reading]
LEADERVIEW: A CMO’s advice to young marketers
In this PitchMaps Leaderview, Rachel Spasser, previously CMO of Ariba and now CMO and Operating Principal at Accel-KKR, discusses how B2B marketing has changed in recent years – and what it takes to win in today’s world. Below is an edited transcript of our conversation with Rachel. PitchMaps: Could you tell us a little bit about your background, and what you’re doing now? Rachel Spasser: Sure. I’ve been in business development, marketing, and sales now … [Continue reading]