2011 Customer Experience Outbound Strategy 
Brian Balfour
JULY 12, 2017
For virality to be a high ceiling channel, a product at a minimum needs Quick Time To Value. Value prop of the product needs to be applicable to large percentage of a user's network (branching factor). To have product channel fit with paid marketing: Quick Time To Value - Users have less patience to find value when coming from an ad.
Brian Balfour
AUGUST 3, 2017
When you strip away all the outer layers, they all have essentially the same core product — a tool that lets you send and automate emails to your customers and audience. As a result they've differentiated their product on the things that enterprise customers care about: customization, security, and scale (that's their Market Product Fit).
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