This episode features an interview with Dario Ambrosini, CMO at Propel Software, a product value management platform that connects commercial and product teams to help product companies grow revenue and increase business value.

Dario talks about merging three categories into one, selling to very different buying committees and leveraging changes in your competitors to get new business. 

Key Takeaways:

• When buyers still search old categories, your job as CMO is to clarify the bigger story and guide them from familiar entry points into a new, more valuable category.
• In a world where LLMs now shape discovery, your content and ABM strategy must shift from chasing clicks to shaping the algorithms your future buyers trust.
• Competitor shifts—like an end-of-life announcement—can become high-intent pipeline moments when paired with precise ABM and deep understanding of the displaced product’s shortcomings.