EP 48: The 95:5 Rule: In-Market vs. Out-of-Market Buyers with John Dawes @ Ehrenberg-Bass Institute

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Demand by Omni Lab

Omni Lab

54 episodes

2 months ago

In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that's revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding. Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly...

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EP 48: The 95:5 Rule: In-Market vs. Out-of-Market Buyers with John Dawes @ Ehrenberg-Bass Institute

Demand by Omni Lab

49 minutes

9 months ago

EP 48: The 95:5 Rule: In-Market vs. Out-of-Market Buyers with John Dawes @ Ehrenberg-Bass Institute

We have always known that everyone is not in-market for what we are selling, but we haven’t had a create heuristic to estimate how many are in-market and out-of-market. In this episode of Demand, Jonathan Bland sits down with John Dawes from the Ehrenberg-Bass Institute to unpack the 95:5 rule that has been trending on LinkedIn over the last year. In this episode, we’ll dive into: - How John Dawes came up with the 95:5 rule - How to calculate it to estimate the number of in-market...