When an early stage company pursues a new category design strategy, leadership in the Sales, Product, Marketing, CS, and Development departments response can be summed up as, "Great, now what?"  Now What is the gap jump between strategy and tactics, between idea and action, and it can feel massive and intimidating.



In this episode of The SaaS Brand Strategy Show, we talk to Bridget Quinlan, the Chief Revenue Officer of PFL.com. In the year since DRMG worked with PFL on their category design strategy, Bridget and her team have done a masterful job of bringing the new Hybrid Experience (HX) category to market, aligning and activating the entire organization around the strategy. It is a case study on the time, temperament, and resources required to go from idea to action. 

Bridget discusses her experience in leading category design strategies, including:

• The timeline and order of activations across the company around a category design strategy


• How to build momentum and consensus across the organization.  


• Why it is important to show incremental value as you go.


• The importance of agility and a collaborative innovation process


• How to get core messaging infused in the brand and product


• And much more. 

Bridget's answer to "Now What?" is to take it step-by-step, prioritizing initiatives in terms of impact and priority, and not assuming there is a master plan work plan that will make sense to everyone. It's a great take on a tricky execution.

Thanks to Bridget and PFL for the insights.