Driving Clarity Through Positioning

In this episode, we’re joined by Michael Freeman, VP of Marketing at Airbase. Michael discusses how Airbase aims to deliver greater value and differentiation in the market, emphasizing the importance of listening directly to customers and the role of clear positioning. He also highlights the necessity of asking the right questions about your data and how those insights can lead to increased customer success.

Guest Quote:

“People just jump into data without spending the time to ask the right question in the first place, or to understand how is this data created? What are the assumptions behind it? What do these things mean? And so, I just see people jumping in and just start building reports and pulling things out and then making inferences off those answers, which may or may not be accurate, but they're probably often or very often they're not actually answering the underlying question that the person has. So I think the way that people can combat this is before you jump into any data, really spend the time thinking about what question am I really trying to answer? What blind spots might I have or what are the ways that this data that I'm looking at or I'm going to go ask for, how does it get created? If I can understand those things, I'm much more likely to get results that truly solve my problem or give me the insights I need to make the right decision.”

Episode Breakdown:

[03:27] Alchemy Unveiled

Helping customers control their destiny: When customers use efficient procurement tools and systems, they better understand where they’re hard-earned dollars are going. This essentially helps customers take control of their destiny.

[09:30] From Nuggets to Campaign Gold

Small teams can move mountains: When you have a scrappy, nimble team, competing against larger companies with more money, you have to be very clever and keep asking questions and dig deeper to uncover insights that help you make better decisions.

[13:52] Gold Rush!

Don’t jump into data without asking the right questions: Before you start running and pulling reports, understand how your data is created and the problems you are trying to solve.

Links & Resources:

Connect with Kathryn Turnoff

Connect with Michael Freeman

Learn more about Deluxe

Learn more about Airbase

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