Positioning narrowed to one role — and deals moved faster
Anonymised example
The initiator was almost always the COO, not the CFO — the materials were speaking to a different role.
- Context
- The product was sold to four audiences at once
- Question
- Who actually initiates the purchase
- Method
- 12 B2B interviews with people involved in the deals
- Decision
- The website and pitch were rewritten for the COO
What changed after the research
A shorter sales cycle