Most startups walk into a market that already has 15 competitors, then wonder why growth stalls at $1-2M ARR.
The instinct is to compete. Better features, lower prices, louder messaging. But the companies that break out don't fight for a slice of the existing pie. They build a new one.
This is category creation. And when paired with the right go to market strategy, it's the fastest path to owning a market instead of renting space in someone else's.
Why Competing in Existing Markets Slows Your Go to Market Strategy
When you enter a defined market, you inherit someone else's rules. The buyer already has mental models, existing vendors, and comparison frameworks. Your job becomes convincing them you're slightly better than what they already use.
Here's what that looks like in practice:
Price compression forces you to justify margins against established players
Feature wars pull your roadmap toward parity instead of differentiation
Positioning fatigue means your messaging sounds like everyone else's
Longer sales cycles because buyers default to comparison shopping
If your go to market strategy starts with "we're like X but better," you're already playing defense. That makes GTM execution an uphill battle from day one. A competitor GTM strategy audit will almost always reveal this: companies stuck in "compare and compete" mode spend 2-3x more on customer acquisition for the same results.
What Category Creation Actually Means for Your Positioning
Category creation isn't just picking a new label. It's reframing the problem your buyer is solving.
When Gong entered the market, they didn't call themselves "call recording software." They named the category "revenue intelligence." That changed the conversation from a feature comparison to a strategic initiative.
At the go to market strategy level, category creation gives you:
New vocabulary that reframes the buyer's problem on your terms
A different competitive set (or no competitive set at all)
Higher perceived value because you're not benchmarked against commodity pricing
TAM you define, not inherit
This directly affects how you size your total addressable market. When you create the category, you own the TAM. And bottom-up market sizing becomes your best tool for proving the opportunity to investors and your own team.
Category Creation vs. Competing in Existing Markets
Factor | Competing in Existing Markets | Category Creation |
Positioning | "Better than X" | "First of its kind" |
Pricing power | Compressed by competition | Set by you |
Sales cycle | Longer (comparison shopping) | Shorter (no direct competitors) |
Go to market strategy | Feature-led | Narrative-led |
Buyer perception | Vendor | Thought leader |
TAM control | Inherited | Defined by you |
CAC efficiency | Higher spend, lower return | Lower spend, higher return |
How to Build a Go to Market Strategy Around Category Creation
Step 1: Identify the Gap in Buyer Language
If buyers don't have a word for the problem you solve, you have a category opportunity. Talk to 20-30 prospects and listen for the phrases they use. If they describe your value with clunky workarounds like "it's kind of like a CRM but for X," you've found your opening.
Step 2: Name the Category
Your category name should do three things:
Describe the outcome, not the product
Feel inevitable, like it should have always existed
Be searchable, so your account-based go to market strategy can target buyers actively looking for it
Step 3: Align Sales Execution With the New Narrative
Category creation fails when sales teams still pitch features. Your reps need to sell the problem first, then the category, then the product. This means aligning sales execution with your GTM vision before you scale outbound. Without that alignment, even the best positioning falls apart in the first sales call.
Step 4: Build Content That Owns the Category
Become the definitive source for the category you've created. Publish the frameworks, the benchmarks, the reports. A full-funnel marketing approach works best here. Your content should educate the market on why this category exists, not just why your product is good. AI-powered GTM models can help you scale this content engine faster than traditional methods.
Step 5: Measure What Matters
Track category-specific metrics, not just pipeline. GTM metrics in 2026 are shifting toward share of voice, category search volume, and inbound category-specific queries. This trend has been building since the 2025 GTM predictions cycle, and it's only accelerating. Your RevOps infrastructure should capture these signals alongside standard revenue KPIs so you can connect category-building efforts directly to pipeline.
What This Looks Like in Practice
We've seen category-first go to market strategies produce outsized results across B2B SaaS:
AtoB went from 72 customers to 7% market share by positioning as the category leader in fleet fintech. Read the full case study.
TruckX grew from $2M to $16M ARR in 18 months with a go to market strategy for freight tech that defined a new space in logistics and freight. The same GTM playbook for logistics startups has been repeated across the vertical.
Datatruck scaled from $200k to $2M ARR in 9 months by owning the positioning in their vertical instead of competing on features.
DigitalOcean achieved 33% YoY revenue growth and 37% CAC reduction by doubling down on category-specific positioning.
These aren't outliers. They're the result of a GTM audit that identified category creation as the highest-ROI move available. The same pattern applies whether you're in supply chain and logistics or enterprise SaaS.
If you're evaluating whether a category play fits your stage, working with a GTM consulting partner who's executed this before can compress the timeline significantly. At Phi Consulting, it's one of the first things we assess. If you want to explore whether category creation fits your go to market strategy, start with a conversation.
Frequently Asked Questions
What is category creation in a go to market strategy?
Category creation is the process of defining a new market segment rather than entering an existing one. Instead of competing against established players, you name and own a new category that reframes how buyers think about the problem. This becomes the foundation of your go to market strategy, affecting positioning, messaging, pricing, and sales execution.
How do you know if category creation is right for your startup?
Category creation works best when your product solves a problem buyers don't yet have language for, when existing categories don't fully describe your value, or when competing head-to-head would require outspending established players. A GTM audit can help determine whether a category play is the right move for your stage and market.
Does category creation work for early-stage B2B SaaS startups?
Yes. Earlier-stage startups often have the most to gain. When you don't have the budget to outbid incumbents on ads and sales headcount, owning a category levels the playing field. Datatruck used a category-first go to market strategy to grow from $200k to $2M ARR in 9 months without competing on price against larger players.
How long does it take to establish a new category?
Most B2B SaaS companies start seeing traction within 6-12 months of consistent category-building efforts. The timeline depends on market size, content velocity, and how well your sales execution aligns with the broader GTM vision. Category creation is a long-term positioning play, but the revenue impact often shows up within the first two quarters.
What's the difference between positioning and category creation?
Positioning defines how you're perceived within a market. Category creation defines the market itself. With positioning alone, you're still compared against existing alternatives. With category creation, you set the terms of comparison entirely. Both matter for a strong go to market strategy, but category creation gives you a structural advantage that positioning alone cannot.
