Hello Flex

Flex holds two opposite positions on its own competitors, published five months apart.

“We Don’t Sell Credit Here” says Flex is not up against Brex, Ramp or Bill.com. This role’s description says to own positioning against exactly those three. Both are right, at different altitudes. Nobody has written down which one a rep uses on a live call.

James Praise · Product Marketing and GTM Operator

1,331qualified leads in six months, building product marketing from zero at a spend management fintech

34%lift in trial activation after repositioning a product out of a feature comparison

CROcarried a quota and owned revenue before I ever ran marketing

The Pitch: Where I'd Start

I'd start with exactly what I already drafted: a competitive positioning brief that reconciles those two positions and turns them into battlecards a rep can actually open mid-call. Read the draft →

The reconciliation is that category narrative governs the surfaces you control, and competitive positioning governs the moment a prospect has already said a competitor's name. A company with only the first sends reps in unarmed. A company with only the second concedes the category it is building. You need both, written down, with a rule for which applies where.

Then the quick win, because it expires. Brex became part of Capital One in April. Flex's whole argument, in its own words, is that owners are stuck with outdated banks, and one of your three named competitors just became one. That talk track is a single page and the window closes as Capital One integrates.

The Proof

The brief is the proof. Battlecards for Ramp, Brex and Bill.com, built only from public sources, with every claim that needs your Apollo call data marked as needing proof rather than invented. Read it →

Before that, I was the first marketing hire at Bujeti (YC W23), a spend and expense management platform sold to finance teams, the same category Ramp and Brex compete in. No marketing leader above me. 1,331 qualified leads in six months and 500% growth in new business customers in a quarter. At Reform I repositioned the product out of a feature comparison and lifted trial activation 34%, with competitor comparison pages driving 19% more decision-stage leads.

I also built the Marketing Agent Skills library, 34 published openly on GitHub, including the competitive intelligence framework this brief is built on.

Let's talk about Flex.

If this is the right problem for you, I'd like to talk about it directly.

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