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Delivering the capabilities that matter

Buyers are in control. Take action.

Self-educated buyers are over-whelmed with choice and information and it's delaying their purchase decision and driving best price negotiations.

Delivering the capabilities that matter

Through the lens of buyer insights, you now have a tool to bring your buyer’s voice and truth to bear on your messaging and the sales organization’s playbooks.

In our interviews with recent buyers, they described the compelling triggers that caused them to become interested in investing in a solution like yours. They identified the critical success factors that motivated their investment and we learned about the negative perceptions and obstacles that you need to address. And you now have verbatim quotes to tell you, in the buyers’ own words, what it is they want to hear about certain features and capabilities of your solution.

Armed with real buyer insights, we can isolate the competitive capabilities that will engage prospective buyers and interest them in learning more.

Evaluating your competitors response.

Through an online facilitation, we present our Buyer Insight Report in a working session designed to identify the competitive advantages that are most important to your buyers.

What you will find.

If you’re lucky, you will see that a few of the capabilities at the top of your feature list also rank high against your competitors. We’ve seen situations where capabilities that ranked highest on the list of value to buyers earned a low competitive ranking. And we’ve seen features that our clients had taken for granted that were, in fact, the most compelling way to engage prospective buyers.

As a result of this online facilitation you will have identified the capabilities that are most likely to persuade buyers and influence their purchase decision, based on a combination of their competitive rankings as well as their relative value in the eyes of the buyer.

Customer Stories

INSIGHThought used buyer insights to spot a market shift and drive $2M in revenue.


A provider of ERP applications in the utility market space was struggling to gain the attention of buyers. Their product team had developed a suite of new application features that they believed would significantly change their competitive position in the marketplace but found no measurable jump in adoption.

Our buyer interviews revealed that senior managers at the utility companies had been blindsided by changes in state regulations that were recently reviewed and passed and were now totally focused on avoiding significant fines and penalties due to non-compliance. Our client tested the implications of these new regulations in a survey across their market and confirmed the cost impact that the new regulations would impose and the shift in buying behavior.

Our client responded by quickly developing a monitoring component to their application that they highlighted in a demand generation campaign aimed at helping utilities understand the cost implications of these new state regulatory changes. The campaign was incredibly successful generating over 20% response rate and closing 3 large deals exceeding $2M.

INSIGHThought used buyer insights to stop a competitor and prevent 60-75% discounting.


A provider of CRM software to the financial market was losing 80% of their deals to a single upstart competitor. The sales team was planning to discount by 60-75% to stop the bleeding and brunt the success of this competitor. They were going to win the battle but lose the war!

Our buyer interviews revealed that the competitor had tapped into the key capabilities that buyers were looking for (the same capabilities that our client provided but had considered unimportant) and were successfully positioning these capabilities as their strengths and our clients weaknesses. “I’m looking for the technical details that explain the capabilities of your CRM system said the buyer. I didn’t see any mention of them in your website or marketing materials.”

This executive then went on to describe the particular capabilities that he was looking for and the perceived limitations of our clients solution. Our client responded by revamping their website, content marketing and sales playbooks to address the capabilities and obstacles that were preventing buyers from choosing their solution. They have won 5 of the last 8 engagements.

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