#291 - Graham Hogg, CEO, See6 - on leveraging first mover advantage.

A story about becoming 'the one' in a vertical by living the vertical in everything you do.


This podcast interview focuses on product innovation that has the power to prepare for tomorrow while successfully managing the present. My guest is Graham Hogg, CEO of See6.

Graham is an authority on Sales AI, the author of “Seeing Around Corners”, andan industry tech leader with more than 10 years of commercial experience. 

He started his career as a UK Commando Forces Officer. During this career, he realized the power of simulations and how this was a very good way to help teams respond positively to transformation. 

This sparked the idea to found see6 in 2014 – which he leads as the CEO.

Their mission: help organizations, teams and individuals prepare for tomorrow.

Their promise: Help sales teams go 6X faster.

And this inspired me, and hence I invited Graham to my podcast. We explore how sales is evolving as a skill – and what’s required to succeed. Graham shares his vision to enable this in CPG. He also explains why he decided to niche down (and say no to very big markets) and how that’s made a meaningful difference in the traction they’re creating. He also shares his framework for making the best product strategy decisions. Last but not least he shares how he avoids his teams to become too internally focused – and how that helped them to become a Remarkable SaaS business.

 

Here’s one of his quotes

Relationship-based selling isn’t really relevant in this new environment. The real skill for sales teams to turn it going forward, is actually a writing skill. Their ability to construct compelling sales narratives.  This whole relationship based, ‘Hey, buddy, how are you doing and taking you out?’ that’s not what buyers want anymore. They want much more. They want insight. They want that consumer category lens so that they can see around the corner and what’s coming next for their shoppers.

 

During this interview, you will learn four things:

  1. Why a very important decision was to not work with marketing, but sales instead.
  2. Why he discarded Pharma as a market as ‘way too big’ – and how that made everything easier.
  3. How he tested for Problem Market Fit – and how that accelerated Product Market Fit.
  4. How See6 is leveraging first mover advantage in the Generative AI world.

 

For more information about the guest from this week:

 

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Subscribe to the Daily SaaS Reflection

Get my free, 1 min daily reflection on shaping a B2B SaaS business no one can ignore. Subscribe here.

Yes, it’s actually daily. And yes, people actually stay subscribed.

(Just see what peer B2B SaaS CEOs say)

My promise: It’s short. To the point. Inspiring. And valuable.

 

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