I will conduct ten interviews with target buyers (collaborating with you on the discussion guide). I’ll summarize the findings in a report to help you hone your messaging and target your demand creation programs. You’ll supply contact information for potential participants, and I will take it from there.

I’ll gather and synthesize publicly-available information about 3-5 competitors, including pricing, positioning/messaging, end-user reviews, and media coverage. I’ll leverage insights from you or 2-3 salespeople or CSMs to know what to look for. I’ll deliver a report you can use to improve how you differentiate your company and product.

I will design and run a qualitative analysis of a proposed set of value narratives or messaging elements with up to 10 of your target buyers. I’ll create a summary of the focus testing discussions recommend enhancements or modifications to your messaging. I’ll also share recommendations for content plays to consider.

I will design and run a quantitative analysis of your messaging using a survey instrument or a message testing platform. I will produce a summary of the results and recommendations to improve your messaging. This type of analysis is best to validate messaging or to choose between a couple of options.

I will collaborate with you to develop a win-loss analysis program that you can run yourself, or for me to run via my monthly subscription. We’ll define an output format that suits you, as well as a process for identifying and engaging interview participants. I will also conduct your first win-loss interview to validate the discussion guide and output format, and make any needed adjustments.

I will run your win-loss program, conducting up to 4 interviews each month and consolidating insights into a pre-agreed output format. You will provide contacts for potential participants and fund an incentive, but I will coordinate meetings. If we are unable to secure all four interviews in a single month, we can "roll over" interviews to the following month.