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In his crisp Compete Week keynote, Fletch PMM co-founder Anthony Pierri challenged conventional wisdom about differentiation in B2B tech. He argued that many common tactics – like inventing product categories, leading with business outcomes, or slapping “AI” on everything – make companies blend in rather than stand out.
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Pierri opened with a quip that perfectly captured the crowded state of B2B tech: “for every new baby born, five B2B SaaS startups launch.” This overwhelming competition, he explained, pushes companies toward differentiation strategies that are flashy but ineffective.
Drawing from his consulting work, Pierri explained how companies routinely invest millions trying to stand out through marketing gymnastics. Things like inventing new product categories or drowning their messaging in buzzwords.
He pointed to DocuSign’s evolution from “e-signature” to “agreement cloud” to “intelligent agreement management” as a prime example of this wasteful cycle. Similarly, he highlighted how the rush to add “AI-powered” to everything has turned potential differentiation into meaningless noise.
Pierri proposed a more strategic approach to standing out: align differentiation with your market’s maturity. He outlined two key scenarios:
For companies without obvious differentiation, Pierri went on to outline two paths:
Pierri’s message cut through the noise: surface-level differentiation tactics are a dead end. Companies must ground their strategies in a realistic understanding of their market’s maturity and take deliberate, meaningful steps to stand out. Clarity of purpose is what truly sets companies apart.
🌶️ Hot Takeaways:
🎤 Mic Drop Moments:
Full recording is available here.
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Product Marketing
Learn how to differentiate in a crowded market with tips from messaging expert Anthony Pierri (co-founder of FletchPMM).
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