One of the last sessions at SaaStock18 was a bonus one that brought a double dose of Canadian accents – April Dunford in conversation with Mark Organ. Even though they spoke at 420 on the day weed was legalized in Toronto, the topic they covered on the day was category creation. You are listening to the SaaS Revolution Show. I am Irina Dzhambazova, stepping in for Alex Theuma. On this week’s episode of the SaaS Revolution show, we are bringing the entire chat April had with Mark.

It’s something that had been coming up during the two days of the conference – creating a category as a way to grow and scale a company. It’s something, who has started 7 companies in his career, two of which category creators, is all too familiar with. He started Eloqua 18 years ago and Influitive 8 years ago. In their conversation, April and Mark talk about the origin story of each, to what extend Mark realized he was creating categories at the time, how he sold the idea to funders and customers, and many other topics. Both agree just how difficult category creation is and why you need to be built for the ordeal it would take.

Mark and April also touch on the subject of the future of marketing and where the industry as a whole is going.

Both Mark and April will be returning to Dublin, for SaaStock19. There, they will be joined by SaaS thought leaders such as Claire Hughes Johnson, COO, Stripe, Leela Srinivasan, CMO, Survey Monkey, Kathryn Petralia, COO, Kabbage, and Girish Mathrubootham, CEO, Freshworks.