Go to Market consulting for B2B software
There's a better way to burn money on ADS and SDRs grow profitably.
We help leaders make optimal go-to-market strategy decisions and maximize growth profits based on behavioral science in 4 concrete steps:
1. Research how and why your B2B audience buys.
2. Discover growth opportunities analyzing your current funnel against buying behaviors.
3. Prioritize marketing & sales investments to make the most of your $$$.
4. Support, guide or lead the implementation by attaching ourselves to your team.
With 45+ years doing go-to-market, we know what NOT to do.
Our go to market strategy consulting team has helped 200+ high-tech products discover new markets and win in competitive ones as CXOs, founders and consultants from Fortune 50 to scale-ups and established businesses.
15 years selling B2B enterprise and high-ticket software
1,000+ interviews and sales talks with B2B tech buyers
Coached & trained 450+ B2B tech leaders
45 years researching buying behaviors in B2B tech
200+ high-tech products consulted
Created the popular Marketing Chasm Model
Is this your current situation?
Your prospective buyers are more risk-averse and deals are taking more to close than the prior year.
Your pitch and storytelling does not move deals forward... and sales has their own way of doing things.
SDRs, ADS and sales outreach are not hitting the mark
There's not a clear priority on where to put your go-to-market investments
Most deals are lost against "no purchase decision".
Your ICP and target use cases are not well defined. It's unclear where to find more growth.
You need more expansion deals in existing customers but you don't have an expansion plan
Your toughest competitor is status quo or legacy solutions.
Sales has a hard time to communicate your advantage and differentiators.
Design your go-to-market around your buyer's behaviors, not hypes.
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
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How B2B software buyers decide
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
Why they buy
To explore new things and find opportunities to be an agent of change.
What they buy
A vision of possibility rather than a product.
What they evaluate
Value Drivers:
✔ Technology, scientific or research base
✔ Leading-edge/disruption
✔ Uniqueness
✔ Performance
✔ Long-term possibilities and impact
How they evaluate
They focus just on building their perception of value.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
Not a big opportunity!
Why they buy
To find a breakthrough that helps them achieve a competitive advantage, stand out over their peers or gain visibility.
What they buy
A scarce high-tech product or custom project with unproven but expected exceptional, functional, strategic or social benefits.
What they evaluate
Value Drivers:
✔ Use Cases / Jobs-To-Be-Done
✔ Features & Capabilities
✔ Product roadmap & vision
✔ Product uniqueness
✔ Product scarcity
✔ Breakthrough impact
✔ Social and status impact
Risk Reduction Drivers:
✔ Adoption support
✔ Adaptation to end-user workflow
How they evaluate
They mainly focus on building their perception of the value of adopting your technology.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
Not bad, but they tend to churn.
Why they buy
To simplify what they already do. They want to solve a specific problem and gain an evolutionary improvement.
What they buy
A proven category of product with a perfect fit for their specific use case, endorsed by industry peers.
What they evaluate
Value Drivers:
✔ Problem or use case fit
✔ Product roadmap
✔ ROI
Risk Reduction Drivers:
✔ Familiar User Experience
✔ Training & Adoption Support
✔ Integration with end-user workflow
✔ Tech stack integration
✔ Industry-specific case studies
✔ Existing category with competition
✔ Short time-to-value
How they evaluate
They build a balanced perception of the value versus risk of adopting your solution.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
This is where you win and scale.
Why they buy
To avoid the penalties of not adopting new solutions. They don't want to be left behind but are almost the latest buyers to move.
What they buy
A proven, simplified product by a well-known brand with a high level of support at a low total cost of ownership.
What they evaluate
Value Drivers:
✔ Problem or use case fit
✔ ROI
✔ Tech stack integration
✔ Integration with end-user workflow
Risk Reduction Drivers:
✔ Familiar User Experience
✔ Training & Adoption Support
✔ Existing category with competition
✔ Short time-to-value
✔ References
✔ Company track record and stability
✔ Universal support & standardization
✔ Sponsors, Partners & Allies
✔ Familiar (or local) channels
✔ Complementary products/services
How they evaluate
They mainly focus on understanding the risks rather than the value of adopting your solution.
NEED FOR VALUE
RISK TOLERANCE
% OF YOUR POTENTIAL BUYERS
This is where you sustain growth.
Here's what we can do
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
1. Research Your Buyers
Hybrid programs with self-paced videos, workshops and workbooks. Delivered through zoom and Maven's educational platform.
DO IT YOURSELF
Buyer's Behavior, Jobs To Be Done & ICP Research
Start With A GTM Clarity Call →
Gap analysis: buying behaviors versus your growth funnel
Start With A GTM Clarity Call →
2. Make The Right GTM Strategy decisions
We'll help you decide who to target, how to differentiate, how to sustain growth, what messages to build, what sales approach to follow, what funnel tactics to implement and align your team with a full-day workshop.
DONE FOR YOU
Product Marketing Consulting Packages
Product Marketing Services →
Go To Market Strategy workshop
The GTM Workshop →
3. Implementation support or leadership
Growth is about willingness to make changes to improve what you have. We'll support the implementation of systems, tools and people training, you we can find true growth past the resistance to change.
DONE WITH YOU
Fractional Executive Services
Start With A GTM Clarity Call →
Sales & Marketing Training & Coaching
Start With A GTM Clarity Call →
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
Cut through the noise and hypes with a free clarity call
We are CXOs, founders and researchers on how biases and behaviors play into GTM decisions. Armed with this knowledge, we'll help you make the best next step for your GTM / growth. Even if that means not working with us!
What are our service offers?
What it is?
We'll take your hand to accelerate your product's revenue by making better go-to-market strategy decisions with on-going coaching.
What's the price?
$2,500 / mo
No minimum commitment.
Cancel anytime
What's included?
✔ Monthly 2x45-minute 1:1 coaching calls
✔ 1 x quarterly team workshop
✔ Specific video tutorials to solve your challenges - If we don't have a video, we'll create them for you.
✔ Templates and tools to drive execution
What can we help you with?
✔ Market analysis and Validation
✔ Positioning / Differentiation Strategy
✔ Product offering design
✔ Commercial organization
✔ Launch / brand awareness
✔ Ecosystem and partner Strategy
✔ Sales & marketing funnel
✔ Commercial leadership
What it is?
Live engaging sessions to solve a specific problem.
What's the price?
From $2,500 to $12,000
Money-back guarantee
What's included?
✔ Diagnosis call to define the problem
✔ Digital whiteboard and session flow preparation
✔ Online working session with up to 12 team members to solve your specific problem
✔ Post session Q&A
What can we help you with?
These are the highest demand working sessions, so you have an idea of what can we do for you:
✔ Differentiation Workshop
✔ Customer / Market Selection Workshop
✔ Customer / ICP Discovery Workshop
✔ Jobs-To-Be-Done Discovery Workshop
✔ Traction Acceleration Workshop
✔ GTM Strategy Workshop
✔ Product Launch / Awareness Workshop
What it is?
We'll become an extension of your team to accelerate your product's revenue.
What's the price?
From $5,000 / mo
No minimum commitment.
Cancel anytime.
What's included?
✔ Everything in the coaching package
✔ 1x monthly acceleration sessions with your team
✔ Embedded in your corporate tools
✔ 10 - 15 market interviews / month to inform your strategy
✔ The specific deliverables will depend on your challenes and scope of work
What can we help you with?
We have 3 types of ongoing services packages:
✔ Market Research
Through qualitative research, we'll reveal insights you wouldn't expect from your potential customers, industry, competitors, and your market ecosystem.
✔ Market Strategy
Remove revenue-generating leaks with a clear go-to-market strategy and strategic narrative that fits with the buying patterns of your prospective customers.
✔ Market Building
Accelerate your sales or launch with execution on market validation, customer acquisition, brand awareness and channel building.
What our B2B software clients say
"Predictable Innovation really gets the job done! They've implemented a best-in-class go-to-market strategy to find the right buyers, overcome market objections and accelerate traction for our software product."
Julie Taylor
Product Marketing Director
Karan Singh
Founder at Omnia Consulting
"Predictable Innovation's angle to go-to-market strategy consulting with behavioral science has been an absolute turning point to drive more sales for us!"
Rebeca Sanz
Chief Marketing Officer
"Predictable Innovation's team has been instrumental in discovering the best-fit buyers and optimizing our go-to-market strategy. "
Jin Park
Global Business Development
🎙️ The Unstoppable Product Podcast
Listen to our show every 2 weeks for battle-tested strategies for B2B high-tech businesses and innovations to achieve a "go-to solution" status in your market by following the behavioral science of Diffusion of Innovations.
We use real-world examples and case studies to cover topics like go-to-market strategy, crossing the chasm, differentiation, positioning strategy, category creation, market building, competitive advantage, and market analysis.
Decode what your customers really buy. Transform your products into the go-to solution. Become an unstoppable market force.
LISTEN ON YOUR FAVORITE PLATFORM:
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