Go-to-market strategy? Sure. But, to which market?
Let's find your best target.
A market building studio for B2B software + tech innovations
We help B2B software + tech leaders to find the right target market, optimize go-to-market strategies and iterate new products to:
→ Accelerate product-market fit
→ Launch innovations successfully
→ Differentiate new products
→ Build new revenue streams
Check our new Product Marketing Agency offerings to get from strategy to implementation with specific, risk-free programs for software companies.
Get our AI-Assisted Product Marketing Strategy Course.
Save time and speed-up your workflow by learning the Artifical Intelligence 14 tools we use to develop our clients' strategies.
Your potential buyers' motivations are predictable.
Every technology market – including yours – has a predictable adoption pattern called the Technology Adoption Lifecycle. A pattern discovered by Everett Rogers, and refined by our team in the "Chasm" marketing framework that anticipates your potential buyers' motivations and needs.
From consulting 200+ tech-based products, our team has improved the model, revealing the 12 key drivers in technology buying decisions and observed common innovation and go to market flaws impacting growth.
We can help
A positioning strategy process specifically designed after consulting +200 B2B tech/SaaS products following our proprietary Chasm-crossing methods.
Uncover your crown jewels
We dive into your business and product concept to find your true competitive strengths.
Gather an objective view from your market
We reach out to key players influencing market positions. We assess their beliefs about your product, competitors, and customer needs to gain a market-driven, objective view to fuel your positioning strategy.
Craft your positioning assets
Together, we decide to create a new category, narrow the opportunity focus, or claim market leadership. Then we build your positioning assets, heavily influenced by the maturity of your target market [early market vs. mainstream], following our Chasm-crossing methods.
Create the business impact roadmap
With the guidance of The Low-Risk Recipe™, we create a roadmap of the business activities you must assemble to make your market position credible and sustainable in the long term.
Validate and trigger a credible market position
We create a market education program that reflects your key positioning messages. Then, we feed with education assets the sources of influence in your market and ask for their support to drive credibility and influence the positioning process.
Armed with our 30+ years experience on Diffusion of Innovations and The Marketing Chasm, our team has helped 200+ innovations discover and build markets, from Fortune 50 to scale-ups and established businesses.
SOLVE
Recognize your symptoms?
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
It's taking too much time to land early customers. Sales reps are losing faith in the product and we're not driving the expected market attention.
Are we in the right track by launching this way?
New features and ideas are all over the place.
How do we select the right ones to create and launch a product that the market desires?
Prospective customers don't get what we do and don't see the need to use our innovation.
How do we overcome market skepticism to take off the product asap?
SOLVE IT
Bridging the GAP between innovations and market realities
An integrated approach to innovation strategy and go-to-market strategy consulting: discovering the right target markets to strategize the right products and communicate with the right message as you build your market ecosystem with education.
Accelerate product-market fit
Current situation:
→ You are launching or planning to launch an innovation.
→ You're not driving the expected market attention and sales.
Questions to answer:
✔ Who to target (use case, industry, buyer, company size...) to accelerate early traction?
✔ What's the optimal go-to-market strategy to accelerate product-market fit?
Narrow down your target
Current Situation:
→ You're are trying to sell your product to too many targets.
→ It's difficult to simultaneously stand out and be compelling for all those targets.
→ Sales and marketing are wasting budgets because they don't know who (targets) to spend their time with to drive deals faster.
Questions to answer:
✔ Which target should you focus on to stand out and build a strong market position?
✔ Who is the target that sales + marketing should spend their time and budgets with?
✔ How to reflect that strategy into your value proposition and positioning messages?
Reposition or pivot your new product
Current situation
→ You have a new product struggling with growth.
→ Or reaching a plateau due to uncertain differentiators or market fit.
→ Your prospective clients don't get what you do and how you can help them.
Questions to answer
✔ How to segment your market?
✔ Who and what to target to accelerate sales and build profitable, sustainable growth?
✔ How to translate those choices into positioning messages that resonate?
Expand your target markets
Current situation
→ You have a successful product.
→ You want to sell it to new segments or markets.
→ You want to avoid wasting marketing, sales and product investments and accelerate the expansion with a focused go-to-market strategy.
Questions to answer
✔ What are the specific use cases, industries and buyers with the shortest time-to-revenue?
✔ How to package and position the products to expand faster?
Are you in the right track to product/market fit?
Innovation and go-to-market strategy online assessment
Assess 39 elements and 8 dimensions of your innovation + go-to-market strategy with our online assessment.
Know where to put more efforts to achieve product/market fit.
OUTCOMES
What leaders in tech say
Check our new Product Marketing Agency offerings to get from strategy to implementation with specific, risk-free programs for B2B software companies.
"Predictable Innovation really gets the job done! They've implemented a best-in-class go-to-market strategy for our new product by focusing on how to overcome market objections."
Julie Taylor
Product Marketing Director
Karan Singh
Founder at Omnia Consulting
"Predictable Innovation's different approach of market engineering have been an absolute turning point to drive bottom-line results."
Rebeca Sanz
Chief Marketing Officer
"Predictable Innovation has been instrumental to prioritize the segments to enter in the US with a differentiated value proposition for our Augmented Reality solution."
Jin Park
Global Business Development
Find and win right fit customers
Diagnose
Call
We'll get on call with you. During the call we'll ask questions about you, your product, your company, your customers and your goals.
Focus
Plan
After the call, we'll deliver a free preliminary diagnose. The diagnose will include a recommended approach with a list of strategic questions to answer and focus areas.
Assess /
Research
Once we agree to partner, we'll perform an in-depth qualitative research of your company/product, your audience, your category and your competitors. We'll help you gain an external, unbiased market perspective and build the criteria to segment and prioritize potential targets.
Strategize +
roadmap
Armed with the research findings, we'll segment your market and prioritize the segments. We'll answer the next questions, among others:
- Should you create a new category or focus on a segment?
- Should you segment by use case, industry, job position or horizontally?
- What are the segments you should prioritize?
- What are potential skillset GAPs that could prevent your business from succeed with the new strategy?
- What's the definition of your Ideal Customer Profile and what are their buying needs to buy your solution right now?
- What must be fixed in your product to be a perfect fit for your target?
Execute
We'll cover your potential skill GAPs as fractional executives. We'll embed ourselves in your team and find execution partners to execute on the strategy. During this tactical step in which we'll work on your new messaging, storytelling, sales pitch and website.
The brains behind The Marketing Chasm
The Marketing Chasm is a sales stagnation or adoption gap impacting discontinuous or disruptive technology-based innovations. It happens between a group of buyers that likes new things - early adopters-, and another group that hesitates to adopt new things - the mainstream.
This phenomenon was first observed and documented by Warren Schirtzinger, our Strategy Principal, and Lee James in 1989. This model inspired the book Crossing The Chasm, published in 1991.
Thought Leadership
Spreading the voice of all we know — so we can help more innovations thrive.
By segmenting your market and selecting the right use case, industry, buyer and market category to target for your B2B tech/saas product.
From short, intensive sessions to collaborative partnerships
How it works
Get unstuck in a 90-minute, high-intensity session to solve a specific problem. We'll previously identify the challenge during a discovery call.
What can we help you solve
Challenges related with market strategy:
- Figure out how to segment your market
- Prioritize the best fit segment / target
- Define who you should target and the compelling reasons to buy from you now (Ideal Customer Profile & Customer scenario analysis with jobs-to-be-done).
- Find the best market or segment to expand your growth.
- Design your optimal go-to-market or launch plan (sequence of marketing and sales activities).
- Define or pivot your differentiated positioning, the problem you solve, the audience you target or your product offering.
- Define your route to sustained product/market fit.
Best for
Solopreneurs, bootstrapers, small business owners and freelancers with a very specific challenge to solve.
Investments
$900 - $1,500 / session, depending on the scope and team members involved.
Money-back guarantee
Get the clarity you need or we'll give your 100% investment back.
How it works
We'll work together for 2 to 3 weeks to:
1. Execute an internal assessment by interviewing your team.
2. Execute a secondary market research.
3. Deliver a diagnosis in a live session. This will include strategic GAPs on segmentation, targeting and go-to-market, and an action plan to solve them.
4. Q&A session once your team has digested the diagnose and roadmap.
What we can help with
Challenges related with market strategy:
- Figure out how to segment your market
- Prioritize the best fit segment / target
- Define who you should target and the compelling reasons to buy from you now (Ideal Customer Profile & Customer scenario analysis with jobs-to-be-done).
- Find the best market or segment to expand your growth.
- Design your optimal go-to-market or product launch plan (sequence of marketing and sales activities).
- Define or pivot your differentiated positioning, the problem you solve or the audience you target or your product offering.
- Define your route to sustained product/market fit.
Best for
Founders, CEOs, Product Marketers and CMOs in B2B tech or software who want a strategic, objective view to make segmentation, targeting, positioning or go-to-market decisions.
Investments
$4,500 - one time
Money-back guarantee
Get the results you spect from this sprint or we'll give your 100% investment back.
How it works
1. We'll understand your current situation, challenges and needs in a discovery call.
2. We'll work on a 3-week schedule in diverse activities, depending on the type of sprint that fits with your situation. Activities to execute include but are not limited to:
- Win-lost interviews.
- Market ecosystem interviews.
- Secondary research.
- Competitive research.
- Market tests (value proposition, messaging, demand tests, product tests).
- Design value proposition, positioning messages.
- Design distribution channels approach and strategy.
- Build sales enablement and marketing assets.
- Hold team alignment sessions.
- Ecosystem outreach (partners, allies, luminaries, analysts...).
3. Each sprint is 3-weeks long and will equal to a market feedback loop.
4. With the market learnings of each sprint, we'll will refine your targeting, segmentation and product decisions.
5. With the decisions made, we'll create new testing and execution action items: marketing, sales assets, product and distribution.
6. We'll fill you team skill GAPs (if any) to continue with the loop → research → GTM strategy → launch validation and execution.
What we can help with
Different scopes, designed to accommodate 3 levels of needs → research → GTM strategy → launch validation and execution.
1. Insight sprints: for leaders in need of market analysis / research insights to make unbiased, objective decisions based on market data.
2. GTM Strategy sprints: Design and iterate your go-to-market strategy. Select and define your best target, optimize your launch sequence, craft your positioning and messaging platform, strategize your distribution channels, pricing model and ideate your product intangibles. Check the complete framework we'll follow.
3. Market building sprints: Reduce product risks and validate your go-to-market strategy as we build your market. We'll do so by introducing your product into the market with limited-risk tests that include - but are not limited to- landing pages, messaging tests, demand tests, sales pitch tests, demos, press releases, email communications and partnership pitches. This will help iterate your MVP and go-to-market strategy while developing your market category to accelerate product/market fit. We'll also train your team, build all the marketing and sales enablement assets and drive alignment with team sessions and workshops once we get you ready to launch at scale.
Best for
Innovators, CEOs, CMOs and VPs of Product Marketing in B2B tech or software who want to:
1. Partner for a longer-term and embed our team within yours.
2. Learn from feedback loops by performing different market tests as we educate and
develop your market.
3. Translate decisions into go-to-market and product action items.
4. Operate the action items together (optional).
Investments
- Starts at $3,500 / sprint for the insight sprints. Final pricing will depend on the scope of work and the speed required.
- We'll partner for a minimum of 3 sprints (9-weeks).
How it works
We'll get on call to understand your needs and learning outcomes. Then we'll co-design a specific workshop from our pre-defined workshops and trainings or build a tailored workshop for you.
What we can help with
We have a wide range of pre-defined interactive workshops and training:
→ Go-to-market strategy workshop
→ Route to sustained Product/Market fit Bootcamp (4 workshops series)
→ Product Launch Workshop
→ Segment / Target Prioritization Workshop
→ Ideal Customer Definition & End-User Journey Workshop
→ Crossing The Chasm and Technology Adoption Lifecycle training
We can also build a custom workshop and training sessions for your specific learning outcomes. Let us know!
Best for
Accelerators, Startup Studios & Enterprises in need of a tailored workshop or training sessions for your teams.