This podcast episode explores how a company utilized data and made strategic changes to their go-to-market strategy in order to double their revenue and overcome challenges in their pipeline generation. By widening their aperture and targeting larger companies, they experienced a longer sales cycle and the need to work with unfamiliar buyers. The introduction of a SaaS management platform and the analysis of the SaaS Buyer's Index provided valuable insights into software spending trends. The data showed a shift in buyer behavior, with smaller buyers outperforming bigger buyers, leading to a change in the go-to-market strategy. The company also addressed the complexity of buying committees by overhauling their pricing structure, focusing on selling to one buyer and providing valuable IT features as add-ons. These changes had a positive impact on the company's pipeline and conversion rates.
