According to Gartner, the average technology purchase involves 14 to 23 stakeholders. 74% of buying teams experience "unhealthy conflict" during the decision process. And 75% of buyers say they'd prefer not to involve a salesperson — yet when they go it alone, they're far more likely to regret the decision.

Before anyone commits, they're answering four questions — whether they realize it or not:

• Fit: Will this product work for me and my company?

• ROI: What would the return on investment be?

• Risk: What are the risks of project failure versus the cost?

• Consensus: How do I convince everyone else to come on board?

But here's what most vendors miss: buyers answer that first question — will this work for us — during the trial. They're not theorising. They're trying to make the product work for their specific scenario. If they hit a wall and can't get past it, they walk away. The deal dies silently, before internal selling even begins.

The ones who clear that hurdle face a different challenge. Now they have to sell internally.

Where we come in

The champion has done the work. They believe this is the right choice. But belief isn't enough. They now have to help everyone else — people who weren't in the demos, who didn't feel the pain, who have their own priorities — reach the same conclusion.

Early adopters will take the leap. They're comfortable with uncertainty, and they're betting on first-mover advantage. But most buyers aren't early adopters. They're pragmatists. They want proof it's worked for someone like them, in a company like theirs, solving a problem they recognize.

Geoffrey Moore called the gap between these two groups "the chasm gap." It's where good products die — not because they failed, but because the champion couldn't build the case.

We help you make those four questions easier to answer. We smooth the buying journey at every stage. And we help you build proof of value early — so by the time the decision is made, the product is already working.

Because the best product doesn't always win. The one that proves its value fastest does.

Where deals are won or lost

After twenty years in B2B tech — building marketing functions, driving growth, and watching the same mistakes repeated across company after company — we decided to do something about it.

We'd seen great products fail because of poor positioning. We'd watched promising startups burn through runway on marketing that didn't connect to sales. We'd sat in too many meetings where sales and marketing talked past each other.

So we wrote down what actually works. Not theory — the practical stuff that moves the needle when you're trying to grow a B2B tech company. We turned it into a framework, then built workshops and support around it.

The goal isn't to replace your team or become your agency. It's to give you a proven starting point and the support to make it work — so you can focus on building your business.