Two things kill B2B sales. Most teams never fix them.
19%
Faster growth when teams align
Forrester Research
70%
More revenue when you eliminate friction
Our analysis
14-23
Stakeholders in the average tech purchase
Gartner Research
A proven growth framework for B2B technology companies • Built on 20+ years of experience
Two places where deals quietly die
Most B2B tech deals don’t die when the salesperson is trying to close. They die earlier — and quietly. Sales chases one set of prospects. Marketing inadvertently targets another. Different views of who you can win. Different playbooks. Different ways of measuring success.
That disconnect creates two specific failure points that most teams never see coming:
The opportunity is dying, but nobody told you
During the trial, prospects hit unexpected challenges — in their own environment, with their own data. Without support, they quietly move on to the next product on their list.
You’re still in their evaluation spreadsheet. They still take your calls. But they’ve already mentally moved on.
According to Gartner, 75% of buyers would rather not involve a salesperson — and most regret it and most regret going it alone.
Your champion faces 14-23 skeptics
Prospects who successfully trial your product face a second challenge.
They must now convince 14-23 decision-makers who weren’t part of the discovery. These stakeholders experience the same pain in different ways — with their own priorities, concerns about fit, ROI, and risk.
74% of buying teams experience “unhealthy conflict” during this process. Your champion is caught in the middle.
Two problems. One root cause.
Stalled deals and misaligned teams are symptoms of the same thing: no shared system for how sales and marketing work together to help buyers buy.
Forrester's research shows aligned teams grow 19% faster. Our analysis shows unsticking stalled deals unlocks up to 70% more revenue. Do both, and the effects compound — that's the potential to double your results from the same effort.
An approach that fixes both problems
We've taken everything we learned scaling B2B tech companies and distilled it into a system you can implement through our workshops, or by yourself — with support when you need it.
→ A shared definition of your ideal customer
End the guesswork about who you’re targeting. Focus on the prospects you can actually win.
→ Content that supports the sales conversation
So reps have what they need to help buyers navigate internal roadblocks.
→ Messaging that resonates with buyer needs
Messaging built around what moves your buyer, not what sounds good in the boardroom.
→ A repeatable process for unsticking deals
Anticipate where deals stall and equip your team to move them forward.
The pain affects everyone — how you experience it depends on your role
CEOs & FOUNDERS
"We're growing, but it feels harder than it should"
You've got product-market fit. Now give your go-to-market team the system to scale it.
CROs & SALES LEADERS
"We have a pipeline, but deals keep being delayed"
You've got pipeline. Now you can close it.
CMOs & MARKETING LEADERS
“Marketing is generating pipeline. The question is whether it’s converting”
You’re generating pipeline. Now make sure it converts.
Stop losing deals you should win
Most B2B tech deals stall before the product ever gets properly evaluated. Trials lose momentum, and your competitors reach the finish line first. This framework gives your team a shared system that flips the odds in your favour.
