Buyers Struggle Silently Before Clicking 'Signup'

This week: AI agents are reshaping business models, marketing leadership is evolving beyond tactics, and brand health measurement is becoming critical for budget defense. Plus, transparent pricing improves sales funnel efficiency, the fastest-growing startups are either fully remote or fully in-office, and SaaS growth hinges on deep customer understanding. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

May 08, 2025 |Read OnlineSelling Features That Don’t Exist? Why SaaS Brands Risk Trust for GrowthThe controversial tactic boosting short-term deals but threatening reputations (see the Go-To-Market Strategy & Execution section for more...)Tyler Morian🚀 Connect on LinkedIn💡 B2B Website InspirationThis week: Why some SaaS companies close deals with features that don't exist, how AI laggards face a "deadly slow roll" threatening their survival, and the hidden "Struggle" phase happening long before customers reach your signup form. Time to rethink B2B growth!Brand & PositioningDoes your marketing team truly understand how buyer decisions are made? Often, there's a disconnect between the logical way wethinkbuyers operate and the messy, emotion-driven reality. AsLiam Moroney explains, buyers rarely follow a linear path from problem awareness to solution research. Instead, memory associations, context clues, and peer influence shape perceptions long before rational evaluation begins.Your brand doesn't live on your website or in your feature list; it exists purely in the minds of your buyers, emphasizesPeep Laja. The goal of brand marketing isn't immediate conversion but implanting memory structures and purchase triggers forfuturebuyers. Traditional analytics dashboards won't reveal these mental associations; only ongoing brand tracking that surveys the entire category can show if your brand is truly resonating.BIG IDEA:Your brand is fundamentally what buyersrememberandfeelabout you, not what you logically tell them.WHY IT MATTERS:Relying solely on feature lists and logical arguments ignores how B2B buyers actually form preferences. Understanding the psychological nature of branding allows you to build mental availability and influence future purchases, even when buyers aren't actively looking.Comment insights:Kevin Krossing addsthat brand tracking revealshowbuyers remember you (associations, emotional cues), which is as vital asifthey remember you.Pete Vomocil highlightsthe danger of "looking like" category leaders, which often reinforces the leader's position rather than differentiating the challenger.Christopher Owens notesthat marketing's job isn't persuasion, but repeatedly linking the brand with jobs-to-be-done in buyers' minds, especially for those not currently in-market.AI in Practice & AdoptionAre you moving fast enough on AI? While many companies talk about AI transformation, actually embedding it into workflows is creating a widening competitive gap. According toJason Lemkin, delaying AI adoption could be fatal for SaaS businesses, as competitors leverage AI for 30-50% productivity gains in code production and improved customer satisfaction.This isn't about asking ChatGPT questions; it's fundamentally changing how work gets done. Companies likeBox are actively pursuing"AI-first" culture, while the rise ofAI agentssignals a shift toward buying "work" rather than just software seats. However, a major hurdle is the perceived lack of AI expertise within the C-suite, as highlighted by aGartner survey, hindering strategic deployment.BIG IDEA:AI isn't just a feature; it's becoming the operational backbone, and delaying meaningful adoption puts your company's future growth at risk.WHY IT MATTERS:Your competitors are gaining efficiency and enhancing customer experience with AInow. Falling behind isn't just about missing efficiency gains; it's about potentially becoming irrelevant as AI reshapes workflows and customer expectations.Comment insights:Edgar Kussberg notesthe challenge when sales sells AI features that aren't built yet, highlighting the need for better sales-product alignment.Jordan Woods observesthat AI tools analyzing customer feedback help expose internal biases, leading to more objective understanding of user needs.Frank DiZenzo highlightsthat AI valuation tools still need to factor in buyer intent, showing AI complements but doesn't fully replace nuanced human assessment.Go-To-Market Strategy & ExecutionAre your GTM motions truly built for scale, or are you just polishing the hood of a stalled engine? According toTK Kader, many PE-backed SaaS companies hit growth plateaus because they lack a repeatable GTM engine fit for today's market, relying instead on outdated levers like cost-cutting or minor product tweaks. He emphasizes re-architecting the ICP, narrative, and sales execution as essential components.Smart GTM requires going beyond generic tactics.Robert Kaminski shareshow Abdulrahman Advany used "mock features" to close deals without wasting development resources on aspirational requests from buyers who wouldn't use them. Meanwhile, Pylon's remarkable success ($2M ARR per rep annually) demonstrates the power of an inbound-only, sales-assisted motion focused on a specific ICP and pain point.BIG IDEA:Scalable growth requires an intentional, modern GTM strategy focused on a precise ICP, differentiated messaging, and consistent execution, not just more activity or optimization tweaks.WHY IT MATTERS:Relying on brute force (more campaigns, more outbound) or superficial changes won't overcome fundamental GTM weaknesses. Understanding your ideal customer deeply and crafting a unique narrative is essential for sustainable growth, especially when easy levers like price hikes are exhausted.Comment insights:Megan Gonyo cautionsagainst overusing "mock features," suggesting it risks damaging brand trust if not managed carefully.Lee Kaiser sharesthat rebooting GTM around a sharper ICP and narrative, combined with founder-led content, has led to significant valuation increases for PE-backed companies.Milan Abels notesthat misalignment, often stemming from messaging that tries to please everyone, is a common reason SaaS teams stall.Market Dynamics & EconomicsIs your growth strategy accounting for the underlying market reality? Many companies mistake category growth for their own success or attribute slowdowns solely to internal factors, ignoring broader market shifts. AsLiam Moroney points out, how much marketing succeeds is heavily influenced by existing market share dynamics and overall category health.Market share tends to be sticky, especially in mature categories.Early winners often stay winners, benefiting from network effects and established brand preferences. Consequently,stealing significant sharein a flat market requires a fundamentally different, more aggressive strategy than riding category growth. This market reality impacts pricing too, asJason Lemkin cautionsthat simply raising prices isn't a sustainable growth strategy.BIG IDEA:Your growth isn't happening in a vacuum; understanding underlying market share stability, category health, and competitive dynamics is critical for setting realistic strategies.WHY IT MATTERS:Attributing growth solely to your own efforts during a boom, or blaming only internal factors during a slowdown, leads to flawed strategies. Recognizing the stability of market share informs more realistic planning and resource allocation.Comment insights:Dale W. Harrison emphasizesthat growth truly only comes from category expansion or taking share from competitors – requiring different approaches depending on market context.Roee Hartuv suggeststhatstrategicpricing and packaging transformation (rethinking alignment with customer value)isa growth lever, distinct from simple price hikes.Mats Georgson arguesthat real growth often comes from new dynamics like adding new uses or innovative distribution, rather than just optimizing within existing category constraints.Trust & Customer UnderstandingHow well do you truly understand your customers' journeybeforethey ever reach your signup form? According toJochem van der Veer, the customer experience begins long before the first click, rooted in the "Struggle"—the silent frustration and consideration phase where buyers contemplate change. Optimizing only the post-signup journey means you're likely already too late.This resonates withSteli Efti's storyabout a botched trial experience. His co-founder salvaged the relationship with radical honesty ("Subject: We Fucked Up"), underscoring that B2B sales are fundamentally about relationships and integrity. Furthermore,Peep Laja findsthat B2B recommendations often come from peers who simply know and like your brand, built through events, content co-creation, and genuine thought leadership.BIG IDEA:Building trust and deep customer understanding starts long before a sales engagement, rooted in addressing pre-purchase struggles and cultivating genuine relationships.WHY IT MATTERS:Focusing solely on optimizing funnels ignores the critical pre-awareness phases where trust is initially formed or broken. Investing in relationship-building and demonstrating integrity creates the foundation for recommendations that direct sales tactics alone cannot achieve.Comment insights:Georgiana Laudi highlightsthat focusing on the end-to-end customer journey helps bridge the common gaps between product and GTM teams.Ken Marshall notesthat integrity directly builds trust, which impacts long-term brand reputation more significantly than short-term sales wins.Finn Thormeier addsthat a visible founder brand on social platforms is an accessible way for smaller companies to build trust against larger competitors.Sound BitesQuick insights from videos and podcasts:🎙️How Brands Grow vs. How Buyers Buy:Jochem van der VeerhostsGeorgiana Laudito discuss why customer experience starts long before signup, focusing on the 'Struggle' phase.🎙️Private Equity Value Creation Podcast:Shiv Narayanantalks withChris Sznewajsabout succeeding with complex carve-outs and operationalizing value creation.🎙️How to Find Your Early Customer Profile (ECP):Rob WallingdiscussesMaja Voje'sframework for validating early customer profiles to avoid the 'pick and pray' approach.🎙️AI's Role in Transforming Work & Society:Jason Lemkinsits down with Salesforce CEOMarc Benioffto discuss human-AI collaboration and practical AI implementation.Until next week!Update your email preferences or unsubscribehere© 2025 B2B Marketing Brief228 Park Ave S, #29976, New York, New York 10003, United StatesTerms of Service

May 08, 2025 |Read Online

Selling Features That Don’t Exist? Why SaaS Brands Risk Trust for GrowthThe controversial tactic boosting short-term deals but threatening reputations (see the Go-To-Market Strategy & Execution section for more...)

Tyler Morian

🚀 Connect on LinkedIn💡 B2B Website InspirationThis week: Why some SaaS companies close deals with features that don't exist, how AI laggards face a "deadly slow roll" threatening their survival, and the hidden "Struggle" phase happening long before customers reach your signup form. Time to rethink B2B growth!Brand & PositioningDoes your marketing team truly understand how buyer decisions are made? Often, there's a disconnect between the logical way wethinkbuyers operate and the messy, emotion-driven reality. AsLiam Moroney explains, buyers rarely follow a linear path from problem awareness to solution research. Instead, memory associations, context clues, and peer influence shape perceptions long before rational evaluation begins.Your brand doesn't live on your website or in your feature list; it exists purely in the minds of your buyers, emphasizesPeep Laja. The goal of brand marketing isn't immediate conversion but implanting memory structures and purchase triggers forfuturebuyers. Traditional analytics dashboards won't reveal these mental associations; only ongoing brand tracking that surveys the entire category can show if your brand is truly resonating.BIG IDEA:Your brand is fundamentally what buyersrememberandfeelabout you, not what you logically tell them.WHY IT MATTERS:Relying solely on feature lists and logical arguments ignores how B2B buyers actually form preferences. Understanding the psychological nature of branding allows you to build mental availability and influence future purchases, even when buyers aren't actively looking.Comment insights:Kevin Krossing addsthat brand tracking revealshowbuyers remember you (associations, emotional cues), which is as vital asifthey remember you.Pete Vomocil highlightsthe danger of "looking like" category leaders, which often reinforces the leader's position rather than differentiating the challenger.Christopher Owens notesthat marketing's job isn't persuasion, but repeatedly linking the brand with jobs-to-be-done in buyers' minds, especially for those not currently in-market.AI in Practice & AdoptionAre you moving fast enough on AI? While many companies talk about AI transformation, actually embedding it into workflows is creating a widening competitive gap. According toJason Lemkin, delaying AI adoption could be fatal for SaaS businesses, as competitors leverage AI for 30-50% productivity gains in code production and improved customer satisfaction.This isn't about asking ChatGPT questions; it's fundamentally changing how work gets done. Companies likeBox are actively pursuing"AI-first" culture, while the rise ofAI agentssignals a shift toward buying "work" rather than just software seats. However, a major hurdle is the perceived lack of AI expertise within the C-suite, as highlighted by aGartner survey, hindering strategic deployment.BIG IDEA:AI isn't just a feature; it's becoming the operational backbone, and delaying meaningful adoption puts your company's future growth at risk.WHY IT MATTERS:Your competitors are gaining efficiency and enhancing customer experience with AInow. Falling behind isn't just about missing efficiency gains; it's about potentially becoming irrelevant as AI reshapes workflows and customer expectations.Comment insights:Edgar Kussberg notesthe challenge when sales sells AI features that aren't built yet, highlighting the need for better sales-product alignment.Jordan Woods observesthat AI tools analyzing customer feedback help expose internal biases, leading to more objective understanding of user needs.Frank DiZenzo highlightsthat AI valuation tools still need to factor in buyer intent, showing AI complements but doesn't fully replace nuanced human assessment.Go-To-Market Strategy & ExecutionAre your GTM motions truly built for scale, or are you just polishing the hood of a stalled engine? According toTK Kader, many PE-backed SaaS companies hit growth plateaus because they lack a repeatable GTM engine fit for today's market, relying instead on outdated levers like cost-cutting or minor product tweaks. He emphasizes re-architecting the ICP, narrative, and sales execution as essential components.Smart GTM requires going beyond generic tactics.Robert Kaminski shareshow Abdulrahman Advany used "mock features" to close deals without wasting development resources on aspirational requests from buyers who wouldn't use them. Meanwhile, Pylon's remarkable success ($2M ARR per rep annually) demonstrates the power of an inbound-only, sales-assisted motion focused on a specific ICP and pain point.BIG IDEA:Scalable growth requires an intentional, modern GTM strategy focused on a precise ICP, differentiated messaging, and consistent execution, not just more activity or optimization tweaks.WHY IT MATTERS:Relying on brute force (more campaigns, more outbound) or superficial changes won't overcome fundamental GTM weaknesses. Understanding your ideal customer deeply and crafting a unique narrative is essential for sustainable growth, especially when easy levers like price hikes are exhausted.Comment insights:Megan Gonyo cautionsagainst overusing "mock features," suggesting it risks damaging brand trust if not managed carefully.Lee Kaiser sharesthat rebooting GTM around a sharper ICP and narrative, combined with founder-led content, has led to significant valuation increases for PE-backed companies.Milan Abels notesthat misalignment, often stemming from messaging that tries to please everyone, is a common reason SaaS teams stall.Market Dynamics & EconomicsIs your growth strategy accounting for the underlying market reality? Many companies mistake category growth for their own success or attribute slowdowns solely to internal factors, ignoring broader market shifts. AsLiam Moroney points out, how much marketing succeeds is heavily influenced by existing market share dynamics and overall category health.Market share tends to be sticky, especially in mature categories.Early winners often stay winners, benefiting from network effects and established brand preferences. Consequently,stealing significant sharein a flat market requires a fundamentally different, more aggressive strategy than riding category growth. This market reality impacts pricing too, asJason Lemkin cautionsthat simply raising prices isn't a sustainable growth strategy.BIG IDEA:Your growth isn't happening in a vacuum; understanding underlying market share stability, category health, and competitive dynamics is critical for setting realistic strategies.WHY IT MATTERS:Attributing growth solely to your own efforts during a boom, or blaming only internal factors during a slowdown, leads to flawed strategies. Recognizing the stability of market share informs more realistic planning and resource allocation.Comment insights:Dale W. Harrison emphasizesthat growth truly only comes from category expansion or taking share from competitors – requiring different approaches depending on market context.Roee Hartuv suggeststhatstrategicpricing and packaging transformation (rethinking alignment with customer value)isa growth lever, distinct from simple price hikes.Mats Georgson arguesthat real growth often comes from new dynamics like adding new uses or innovative distribution, rather than just optimizing within existing category constraints.Trust & Customer UnderstandingHow well do you truly understand your customers' journeybeforethey ever reach your signup form? According toJochem van der Veer, the customer experience begins long before the first click, rooted in the "Struggle"—the silent frustration and consideration phase where buyers contemplate change. Optimizing only the post-signup journey means you're likely already too late.This resonates withSteli Efti's storyabout a botched trial experience. His co-founder salvaged the relationship with radical honesty ("Subject: We Fucked Up"), underscoring that B2B sales are fundamentally about relationships and integrity. Furthermore,Peep Laja findsthat B2B recommendations often come from peers who simply know and like your brand, built through events, content co-creation, and genuine thought leadership.BIG IDEA:Building trust and deep customer understanding starts long before a sales engagement, rooted in addressing pre-purchase struggles and cultivating genuine relationships.WHY IT MATTERS:Focusing solely on optimizing funnels ignores the critical pre-awareness phases where trust is initially formed or broken. Investing in relationship-building and demonstrating integrity creates the foundation for recommendations that direct sales tactics alone cannot achieve.Comment insights:Georgiana Laudi highlightsthat focusing on the end-to-end customer journey helps bridge the common gaps between product and GTM teams.Ken Marshall notesthat integrity directly builds trust, which impacts long-term brand reputation more significantly than short-term sales wins.Finn Thormeier addsthat a visible founder brand on social platforms is an accessible way for smaller companies to build trust against larger competitors.Sound BitesQuick insights from videos and podcasts:🎙️How Brands Grow vs. How Buyers Buy:Jochem van der VeerhostsGeorgiana Laudito discuss why customer experience starts long before signup, focusing on the 'Struggle' phase.🎙️Private Equity Value Creation Podcast:Shiv Narayanantalks withChris Sznewajsabout succeeding with complex carve-outs and operationalizing value creation.🎙️How to Find Your Early Customer Profile (ECP):Rob WallingdiscussesMaja Voje'sframework for validating early customer profiles to avoid the 'pick and pray' approach.🎙️AI's Role in Transforming Work & Society:Jason Lemkinsits down with Salesforce CEOMarc Benioffto discuss human-AI collaboration and practical AI implementation.Until next week!

🚀 Connect on LinkedIn💡 B2B Website Inspiration

This week: Why some SaaS companies close deals with features that don't exist, how AI laggards face a "deadly slow roll" threatening their survival, and the hidden "Struggle" phase happening long before customers reach your signup form. Time to rethink B2B growth!

Brand & Positioning

Does your marketing team truly understand how buyer decisions are made? Often, there's a disconnect between the logical way wethinkbuyers operate and the messy, emotion-driven reality. AsLiam Moroney explains, buyers rarely follow a linear path from problem awareness to solution research. Instead, memory associations, context clues, and peer influence shape perceptions long before rational evaluation begins.

Your brand doesn't live on your website or in your feature list; it exists purely in the minds of your buyers, emphasizesPeep Laja. The goal of brand marketing isn't immediate conversion but implanting memory structures and purchase triggers forfuturebuyers. Traditional analytics dashboards won't reveal these mental associations; only ongoing brand tracking that surveys the entire category can show if your brand is truly resonating.

BIG IDEA:Your brand is fundamentally what buyersrememberandfeelabout you, not what you logically tell them.

WHY IT MATTERS:Relying solely on feature lists and logical arguments ignores how B2B buyers actually form preferences. Understanding the psychological nature of branding allows you to build mental availability and influence future purchases, even when buyers aren't actively looking.

Comment insights:

Kevin Krossing addsthat brand tracking revealshowbuyers remember you (associations, emotional cues), which is as vital asifthey remember you.Pete Vomocil highlightsthe danger of "looking like" category leaders, which often reinforces the leader's position rather than differentiating the challenger.Christopher Owens notesthat marketing's job isn't persuasion, but repeatedly linking the brand with jobs-to-be-done in buyers' minds, especially for those not currently in-market.

AI in Practice & Adoption

Are you moving fast enough on AI? While many companies talk about AI transformation, actually embedding it into workflows is creating a widening competitive gap. According toJason Lemkin, delaying AI adoption could be fatal for SaaS businesses, as competitors leverage AI for 30-50% productivity gains in code production and improved customer satisfaction.

This isn't about asking ChatGPT questions; it's fundamentally changing how work gets done. Companies likeBox are actively pursuing"AI-first" culture, while the rise ofAI agentssignals a shift toward buying "work" rather than just software seats. However, a major hurdle is the perceived lack of AI expertise within the C-suite, as highlighted by aGartner survey, hindering strategic deployment.

BIG IDEA:AI isn't just a feature; it's becoming the operational backbone, and delaying meaningful adoption puts your company's future growth at risk.

WHY IT MATTERS:Your competitors are gaining efficiency and enhancing customer experience with AInow. Falling behind isn't just about missing efficiency gains; it's about potentially becoming irrelevant as AI reshapes workflows and customer expectations.

Comment insights:

Edgar Kussberg notesthe challenge when sales sells AI features that aren't built yet, highlighting the need for better sales-product alignment.Jordan Woods observesthat AI tools analyzing customer feedback help expose internal biases, leading to more objective understanding of user needs.Frank DiZenzo highlightsthat AI valuation tools still need to factor in buyer intent, showing AI complements but doesn't fully replace nuanced human assessment.

Go-To-Market Strategy & Execution

Are your GTM motions truly built for scale, or are you just polishing the hood of a stalled engine? According toTK Kader, many PE-backed SaaS companies hit growth plateaus because they lack a repeatable GTM engine fit for today's market, relying instead on outdated levers like cost-cutting or minor product tweaks. He emphasizes re-architecting the ICP, narrative, and sales execution as essential components.

Smart GTM requires going beyond generic tactics.Robert Kaminski shareshow Abdulrahman Advany used "mock features" to close deals without wasting development resources on aspirational requests from buyers who wouldn't use them. Meanwhile, Pylon's remarkable success ($2M ARR per rep annually) demonstrates the power of an inbound-only, sales-assisted motion focused on a specific ICP and pain point.

BIG IDEA:Scalable growth requires an intentional, modern GTM strategy focused on a precise ICP, differentiated messaging, and consistent execution, not just more activity or optimization tweaks.

WHY IT MATTERS:Relying on brute force (more campaigns, more outbound) or superficial changes won't overcome fundamental GTM weaknesses. Understanding your ideal customer deeply and crafting a unique narrative is essential for sustainable growth, especially when easy levers like price hikes are exhausted.

Comment insights:

Megan Gonyo cautionsagainst overusing "mock features," suggesting it risks damaging brand trust if not managed carefully.Lee Kaiser sharesthat rebooting GTM around a sharper ICP and narrative, combined with founder-led content, has led to significant valuation increases for PE-backed companies.Milan Abels notesthat misalignment, often stemming from messaging that tries to please everyone, is a common reason SaaS teams stall.

Market Dynamics & Economics

Is your growth strategy accounting for the underlying market reality? Many companies mistake category growth for their own success or attribute slowdowns solely to internal factors, ignoring broader market shifts. AsLiam Moroney points out, how much marketing succeeds is heavily influenced by existing market share dynamics and overall category health.

Market share tends to be sticky, especially in mature categories.Early winners often stay winners, benefiting from network effects and established brand preferences. Consequently,stealing significant sharein a flat market requires a fundamentally different, more aggressive strategy than riding category growth. This market reality impacts pricing too, asJason Lemkin cautionsthat simply raising prices isn't a sustainable growth strategy.

BIG IDEA:Your growth isn't happening in a vacuum; understanding underlying market share stability, category health, and competitive dynamics is critical for setting realistic strategies.

WHY IT MATTERS:Attributing growth solely to your own efforts during a boom, or blaming only internal factors during a slowdown, leads to flawed strategies. Recognizing the stability of market share informs more realistic planning and resource allocation.

Comment insights:

Dale W. Harrison emphasizesthat growth truly only comes from category expansion or taking share from competitors – requiring different approaches depending on market context.Roee Hartuv suggeststhatstrategicpricing and packaging transformation (rethinking alignment with customer value)isa growth lever, distinct from simple price hikes.Mats Georgson arguesthat real growth often comes from new dynamics like adding new uses or innovative distribution, rather than just optimizing within existing category constraints.

Trust & Customer Understanding

How well do you truly understand your customers' journeybeforethey ever reach your signup form? According toJochem van der Veer, the customer experience begins long before the first click, rooted in the "Struggle"—the silent frustration and consideration phase where buyers contemplate change. Optimizing only the post-signup journey means you're likely already too late.

This resonates withSteli Efti's storyabout a botched trial experience. His co-founder salvaged the relationship with radical honesty ("Subject: We Fucked Up"), underscoring that B2B sales are fundamentally about relationships and integrity. Furthermore,Peep Laja findsthat B2B recommendations often come from peers who simply know and like your brand, built through events, content co-creation, and genuine thought leadership.

BIG IDEA:Building trust and deep customer understanding starts long before a sales engagement, rooted in addressing pre-purchase struggles and cultivating genuine relationships.

WHY IT MATTERS:Focusing solely on optimizing funnels ignores the critical pre-awareness phases where trust is initially formed or broken. Investing in relationship-building and demonstrating integrity creates the foundation for recommendations that direct sales tactics alone cannot achieve.

Comment insights:

Georgiana Laudi highlightsthat focusing on the end-to-end customer journey helps bridge the common gaps between product and GTM teams.Ken Marshall notesthat integrity directly builds trust, which impacts long-term brand reputation more significantly than short-term sales wins.Finn Thormeier addsthat a visible founder brand on social platforms is an accessible way for smaller companies to build trust against larger competitors.

Sound Bites

Quick insights from videos and podcasts:

🎙️How Brands Grow vs. How Buyers Buy:Jochem van der VeerhostsGeorgiana Laudito discuss why customer experience starts long before signup, focusing on the 'Struggle' phase.🎙️Private Equity Value Creation Podcast:Shiv Narayanantalks withChris Sznewajsabout succeeding with complex carve-outs and operationalizing value creation.🎙️How to Find Your Early Customer Profile (ECP):Rob WallingdiscussesMaja Voje'sframework for validating early customer profiles to avoid the 'pick and pray' approach.🎙️AI's Role in Transforming Work & Society:Jason Lemkinsits down with Salesforce CEOMarc Benioffto discuss human-AI collaboration and practical AI implementation.

Until next week!