How Qualtrics Defined the Experience Management Category
The company invented a discipline, not just a product category.
Priya Nambiar
Section
Category Origins
12 stories in Category Origins.
How Twilio Defined the CPaaS Category Before Analysts Had a Name for It
The company shaped how the market understood programmable communications before analysts named it.
Priya Nambiar
How Gong Defined the Revenue Intelligence Category
Rodrigo Castellanos-Mira
ABM Category Formation and Demandbase Versus Terminus
Demandbase and Terminus took opposite paths to account-based marketing.
Tess Vanholder
How Veeva Owned Life Sciences Cloud as a Category
Veeva turned a precise claim into durable infrastructure that competitors cannot easily displace.
Priya Nambiar
Customer Success Category Formation and Gainsight's Role
Gainsight built a billion-dollar company by naming an entire industry before it existed.
Priya Nambiar
The Cloud Category Before Amazon Named It Infrastructure
Amazon won cloud computing by naming it before competitors existed.
Marcus Oyelaran
Zero-Trust Security Category Creation by Forrester
Naming a security concept proved more powerful than building the technology behind it.
Tess Vanholder
The DevOps Category Origin and Who Set Its Terms
Early practitioners named DevOps before vendors could define it.
Rodrigo Castellanos-Mira
PLG as a Category Claimed by OpenView Partners
Blake Bartlett's 2016 coinage became industry vocabulary after OpenView made it a firm-wide bet.
Priya Nambiar
How Snowflake Defined the Cloud Data Platform Category
Snowflake won by naming the problem before competitors understood they had one.
Marcus Oyelaran
RevOps as a Category Built Against Sales Ops
Most companies rename Sales Ops to RevOps without actually changing what it does.
Rodrigo Castellanos-Mira