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 growth framework for B2B technology companies — Built on 20+ years of experience
The three places where deals quietly die
Most B2B tech deals don't die when the salesperson is trying to close. They die earlier — quietly. They nearly always die in one of three places:
1. The pipeline is full of deals sales didn’t believe would close
Sales and marketing each build a picture of their ideal customer. They rarely match. Without a shared definition, marketing fills the pipeline with leads that sales don’t see as their best opportunities.
2. The opportunity is dying, but nobody told you
During evaluation, prospects hit challenges you didn’t anticipate. That’s usually when deals start to die. With the right support at the right moment, most of those challenges are fixable. Without it, they quietly move on to the next product on their list — still in your pipeline, still taking your calls, but already gone.
3. 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.
Without the right content to support that conversation, even a willing champion struggles. 74% of buying teams experience unhealthy conflict at this stage. 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.
