Spotify fits the B2C category when it comes to their 345 million listeners, but it’s a whole other category when it comes to the creators pumping out their content. Sam operates on this B2B side, handling a large variety of personas for their brand and product marketing. Today he’s here to talk about how operations at Spotify are a little different than your typical B2B, as well as his 4 quadrant framework for successfully positioning new products and features.