Situation
Win rates had fallen for three quarters. The product had not got worse; the buyers had started evaluating it against a newer category, and the company's story still described the old one.
The question
What does the buyer now need, and which part of that can this company credibly own?
What LeadStrategus did
- Interviewed recent wins, losses and churned customers about how they framed the problem.
- Mapped the competitive frame the buyer was actually using.
- Chose a new position and wrote the narrative, then rebuilt the pitch and sales decks on it.
- Briefed sales and marketing together so the story changed everywhere at once.
Evidence and deliverables
- Buyer and competitive evidence pack
- Positioning narrative
- Rebuilt pitch deck and sales deck system
- Message guide for sales and marketing
Outcome
Stage-two conversion rose by 31% in the following two quarters, and the sales cycle shortened by 18 days.
What changed in the GTM motion
Sales stopped explaining the product and started talking about the buyer's problem in the buyer's words.