Cohere figured out what most founders miss: winning big enterprise deals isn't about being the best—it's about being the only solution for one specific buyer's nightmare. While OpenAI and Anthropic talked general-purpose AI, Cohere went narrow and deep. They positioned as the only AI company that truly understands enterprise implementation complexity.
In this episode, we break down exactly how Cohere built vertical authority through multi-buyer content strategy, case studies as sales tools, founder positioning, and strategic partnerships. You'll discover why matching content format to buyer role (whitepapers for procurement, technical docs for engineers, ROI case studies for C-suite) shortens sales cycles dramatically. We explore how Aidan Gomez's founder brand became a dealmaker with enterprise buyers, why case studies with logos prove viability better than generic metrics, and how technical webinars and benchmarks drive competitive wins. They're closing larger deals than competitors with bigger marketing budgets—here's exactly why.
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