Insights and Ideas for Growing B2B Companies

We work at the intersection of customer success, product, and go-to-market strategies. We're part revenue detective, part customer whisperer, bridging the gap between what customers want and need, what a company provides for products and services, what’s happening in the marketing and sales funnels, and with customer onboarding and success. Our passion lies in driving growth by scouting and synthesizing customer insights and by asking the right questions of internal stakeholders and those on the front lines. We work to reduce friction wherever it impacts revenue.

 Step 1: The Revenue Ecosystem Assessment

Every engagement begins with a comprehensive assessment of your entire revenue ecosystem. This isn't just about looking at numbers; it's a deep dive that uncovers the true dynamics impacting your business. Our  work includes:

• Data Analysis: we review key performance indicators (KPIs) and operational data to identify trends, bottlenecks, and opportunities for growth.
• Direct Conversations: we speak with employees, from the front lines to leadership, to understand  their challenges and insights.

• Customer Insights: we engage  with your customers directly to understand their experiences, pain points, and what truly motivates them. This provides the invaluable "voice of the customer."

Step 2: The Actionable Report

Following the assessment, we deliver a detailed report of our findings. This report isn't just a summary; it's a strategic roadmap for a more efficient and profitable future. It includes:

• Clear Findings: A direct and honest breakdown of what's working and what's holding you back.

• Strategic Recommendations: Actionable steps to address the identified issues, complete with  recommended timeframes.

• Estimated Costs: Where possible, we provide estimated costs to help you plan and budget for the  recommended changes.

Step 3: Implementation and Continuous Improvement

This is where the real work begins. we partner with your internal teams and resources to execute the recommendations from the report. As we work to fix the cited issues, we remain vigilant, keeping our eyes open for new challenges and opportunities. This ensures that our efforts are not just a one-time fix but a catalyst for sustained, long-term success.

Do your customers love you, hate you or maybe something in between? More importantly, why do they feel that way? If you don't know, it could be costing you revenue. 

Knowing where you stand with customers helps keep them happy and increases customer lifetime value and reduces costs associated with finding new customers.

We help you know where you stand with customers by conducting 1:1 interviews with your top customers, to see what you're doing well, where you could improve, and also what these customers see as gaps in the market that you could step in and provide. 

We supplement these interviews with concise, on-point surveys that provide the information you need to make better decisions and grow revenue.

Are you losing more deals than you should? Do you know FOR SURE why you lose deals? It’s an important question, because the more you know, the quicker you can make adjustments and start closing more deals and growing revenue.

A deal can go bad for one or more reasons:

1. Poor selling skills

2. Poor brand fit (you're perceived as too large or too small for the buyer)

3. Poor product fit (features or product road map were a concern)

4. Pricing (While pricing is frequently blamed for lost deals, many prospects aren't moved by a low price if the other three elements aren’t in alignment.)

We interview companies who didn’t choose you and find out what you could have done different and better. This information, applied to future deals, can have a dramatic impact on your win/loss KPI and company success.

While it’s essential for businesses to operate with a strong focus on their internal processes, that can sometimes lead to a disconnect with the very people they aim to serve: their customers. 

Without a clear understanding of the customer's perspective, businesses may create friction points or fail to address evolving needs. This can result in lost sales, decreased loyalty, and a struggle to differentiate.

This is where customer journey mapping comes in. 

Customer journey mapping provides a visual representation of the entire experience a customer has with your business, from their initial awareness to post-purchase support. 

It meticulously traces their actions, motivations, pain points, and emotions at each touchpoint, whether online, in-person, or through other channels. 

Stepping into customer's shoes helps businesses identify critical moments of truth, uncover hidden frustrations, and pinpoint opportunities to improve the overall customer experience.

Understanding your customers’ journey fosters a customer-centric culture within your organization, aligning teams around shared goals and a deeper understanding of customer needs. This clarity leads to improved product and service development, more targeted marketing campaigns, and streamlined operational processes. 

Ultimately, by consistently delivering a more seamless and satisfying experience, businesses can expect increased customer satisfaction and growth, enhanced brand loyalty, and a stronger competitive advantage in the marketplace.

It’s one thing to have a great product or service, and it’s quite another to successfully sell it to the world. 

It’s important to know what your prospects want in a product and how they buy, so your sales and marketing are aligned with what buyer want. What information is important to see online? At what point in the process? What departments are involved, and at what points? 

This is critical because many companies will do their research entirely online, on vendor and industry websites, and will create “top-three” lists without ever speaking with a vendor. This means you need to give them what they want to see, because they may never contact you! 

Our Go-to-Market interviews with target-market buyers tell you what you need to know to successfully market your products:

1. Customer buying processes (Departments that take part and what they need to know)

2. Buyer concerns that can impact deals (How products and vendors are evaluated, and what can sink a deal.)

3. Competitor insights (what buyers think about your competitors)