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Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with David Campbell, CEO and Co-Founder of Tropic, a software procurement platform that’s raised $68 Million in funding.

Here are the most interesting points from our conversation:

  • Identifying a Market Need: David recognized a gap in the procurement space, where traditional methods were not designed for the rapidly growing software industry, leading to inefficiencies and high costs.
  • War-Time CEO Mindset: Emphasizing the importance of quick decision-making and aggressive strategies in a competitive and challenging market environment.
  • Avoiding Distractions: Maintaining focus on Tropic’s product roadmap and vision, despite the influx of competitors and market noise.
  • Branding Strategy: Intentionally creating a unique, consumer-friendly brand for an enterprise B2B product, breaking away from traditional, boring enterprise software branding.
  • Open Source Marketplace: Creating a marketplace with zero commissions to build trust and align completely with buyer interests, even if it means forgoing potential revenue.
  • Future Vision: Aiming to build an all-encompassing platform for unified spend management, leveraging a large first-party data asset to drive innovative products and deeper value for customers.



Focus on Solving Real Problems:

Identify significant inefficiencies in your industry that can be addressed with innovative solutions. David's insight into software procurement challenges led to the creation of Tropic.

Adopt a War-Time Mindset:

In competitive and uncertain markets, quick, data-driven decisions and aggressive strategies can help your company stand out. Embrace the challenges and use them to galvanize your team.

Prioritize Brand Differentiation:

Create a brand that resonates with your target audience, even in B2B sectors. Tropic's fresh, consumer-friendly branding stands out in the traditionally dull enterprise software space.

Build Trust with Transparency:

Implement strategies that align with your core values and build trust with customers. Tropic’s commission-free marketplace fosters trust and emphasizes their commitment to buyer empowerment.

Leverage First-Party Data:

Use your data assets to create innovative products and add value for customers. Tropic's extensive data collection is a key driver for future product development and customer solutions.

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