Clari’s Category Scorecard: The messaging, positioning, and content behind category creation

In an enlightening discussion on branding, Julian Sauvage, the Global VP of Marketing at Clari, emphasized the significance of actions and word-of-mouth in shaping the perception of a brand. Julian introduced an interesting concept of ‘B’ and ‘b’ branding—reflecting high-level company branding and more nuanced lower-level branding respectively.

Breaking away from traditional models, Julian advocates a shift in focus from generic brand awareness campaigns to campaigns that have an impactful, lasting resonance. He argues that the company’s success, measured via the impact of marketing programs on company-wide OKRs, reflects the success of the brand. For the lowercase ‘b’ in branding—what people do and say about a brand—should be the key indicators of its performance.

To quantify these performance indicators, Julian suggests innovative KPIs, casting a spotlight on five potential levels of language that companies can work with. These levels range from tracking how frequently people use category-specific terms to how much discussion revolves around the company’s name, its products, and its people. Julian encourages choice of three main channels to monitor these discussions, with an option to either adopt a scrappy approach or leverage sophisticated tools for perception analysis.

Reflecting on the power of modern technology, marketing leaders underscored the importance of leveraging the right tools for effective social listening, sales call monitoring, and media analysis. Applications like Sprout Social, Copilot, and Gong were lauded for their utility.

Taking branding beyond just logo design, the conversation highlighted that an efficient brand strategy must span multiple channels, with a specific focus on where potential customers spend most of their time. For instance, LinkedIn for Sales VPs and CROs and Reddit for developers.

An essential element of this conversation was positioning, described as a continual process -the lynchpin in the wheel of the company’s strategic programming. It was noted that the onus of effective positioning falls on the CEO, who should be able to articulate the company’s category concisely.

To wrap up, Julian introduced Clari’s new game of Cards Against Revenue for executive entertainment, along with the adaptation of hybrid events – merging virtual and physical experiences for experimental growth strategies. He encouraged anyone to reach out to him, especially if interested in understanding his KPI scorecard.