“The best technology or product rarely wins in the B2B technology world!”

Around the midway point of the 2010s, things began to dramatically change for B2B technology start-ups. As disruptive technology and the internet became more mainstream, business models were changing, products became easier to build and deploy, and the number of tech companies touting “innovative” products increased dramatically. A great product was no longer sufficient. The pace of new innovations was accelerating, the volume of information available about these was skyrocketing and the amount of attention accessible from prospective customers was diminishing.

Technology startups faced the challenge of letting the world know about their innovative products without clear knowledge of who the ideal customer is or how to grab their attention, which left it up to the prospective customers to figure out what your product or service is and how it could help them solve their business problems or enable opportunities.

The book shows you how “Solving for the Customer” can take your company from a start-up emerging from early product-market fit, to accelerating your customer and revenue growth predictably and at scale using strategies and tools based on a proven Go-To-Market & Customer Acquisition methodology which resulted in several successful exit-liquidity events. Focusing on privately held B2B technology company Founders, Executives, and Leaders, Patrick shares how to create a compelling Go to Market plan and build a powerful sales strategy, which aligns your Sales, Marketing, Product, and Support teams to overcome inconsistent or stalling sales results and drive breakthrough customer and revenue growth!

Change the game in your favor by shifting away from the traditional ideas found in most “product-led” marketing and sales approaches where you have to talk the buyer into having the problem and/or needing what you have. When you focus your team on understanding how your buyer defines success, you can shift them away from just highlighting the product features and functionality. Instead, you provide your customers a map to easily obtain relevant information about how and where your solution uniquely impacts their results/outcomes, while guiding them through their process as to why your solution is the right choice for them! This is the key to dramatically increasing your customer acquisition and revenue growth, which will transform your scrappy start-up by Crossing the Chasm into industry leader.