Sincrolab repositions to accelerates 50% traction in < 4 months
Sincolab focused its target and improved their product to accelerate traction.
Sincrolab needed to accelerate its early traction to secure the next funding round.
After closing a financing round in late 2021, Sincrolab had a runaway of 18 months. They needed to make the most of their funding round to gain as much traction as possible and secure the next round before mid-2023.
Sincrolab approached the go-to-market by generating sales through BOFU lead generation tactics with a broad positioning. They also invested in advertising and hired sales closers. At the same time, their product offering was based on heavily developing the software with multiple features.
5 months after working with this strategy, Rebeca Sanz, the new CMO at Sincrolab, thought that they might be having product/market fit inefficiencies delaying their growth. They had too many low-quality leads, very long sales cycles, and too high CAC.
"Predictable Innovation's different approach of market engineering have been an absolute turning point to drive bottom-line results."
Rebeca Sanz
CMO
Implement a category-creation approach for strategic positioning, product development and growth tactics.
After consulting with us, Rebeca confirmed her suspicions. They were using hyped mainstream sales and marketing tactics, whereas Sincrolab was creating an absolutely new market: prescription-based digital therapeutics for ADHD. A mainstream go-to-market strategy simply doesn’t work for early markets – and the other way around.
We acted as trusted advisors for Rebeca, who used our approach, based on how technologies & innovations are accepted and bought by markets.
Firstly, Sincrolab moved away from a wide positioning by narrowing down its primary target segment and value proposition. They divested in broad advertising and spent less money while targeting the new ICP. Also, they reallocated sales closing (BOFU) resources to develop and educate their early market (TOFU).
Lastly, Sincrolab, applied The Brand Differentiation Wheel™ to improve the fit of its product with the market. They created a complimentary service to prescribe its software with in-house psychologists, instead of spending all its product investments on software developers to build new core features.
A quarter into the implementation of the new strategy, Rebeca’s team achieved:
50% Sales Cycles Length Reduction
48% CAC reduction
x2 B2B Sales Closing Rates