Business

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C-Suite Sales & Marketing Perspectives

Category Leadership: Setting the Foundations of Success

Episode #348: David Carrel, Global Chief Marketing Officer at Thomson Reuters, explains how category leadership goes beyond thought leadership to shape how a market thinks. He outlines the foundations, from identifying a market shift and proving value through the product to building a shared narrative and company-wide operating system. He also explains how customer insight and cross-functional accountability help turn market leadership into action. “I view category leadership as shaping the market from the early days, beyond any one aspect or topic. It means shaping the mental model customers and the market use to understand it. That work needs to become an operating system across all the different pieces of marketing.” — David Carrel This conversation explores the foundations companies need to lead a category. David discusses how to understand market shifts, shape customer and industry perceptions, and support a strong point of view with products and proof. He also explains how a consistent company narrative, customer insight, and close cross-team work can turn category leadership into a repeatable growth strategy. Follow David Carrel on LinkedIn Follow Steve MacDonald on LinkedIn