We start with Pipeline, which a consumer-focused subscription company might call positioning. The key goal of the pipeline subsystem is to build market awareness and translate that into demand. You do that by getting the marketplace to understand your story: who you are, why you exist, what you do, what benefit you provide. You’re also not just addressing potential customers, but the people who influence them: journalists, analysts, the adjacent vendors they interact with, etc. The idea is to get an interested (and, ideally, well-informed) potential base of subscribers to engage with the
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