Ryan P.

Thanks Tony W.! What is your business? On this "it's not 2/3 of a low win rate is the 'fault” of the buyer", apologies as I may have miscommunicated. I did not mean to suggest it was the buyer's fault. I meant businesses lack an understanding of the market and buyer (or the "selling company" as you wrote). And the downstream effects (which you highlighted and I agree with) are poor messaging/positioning or misteps on pricing, packaging or differentiated value.

Very fair point Deborah T. From what I've read over 70 years of academic and practitioner data, (again, generally speaking), when go-to-market investments fail, 2/3 of the time it's due to poor market/buyer understanding and 1/3 of the time it's due to poor execution. (And poor market understanding can still mean many things, but odds are Market Entry and Market Readiness intelligence need work) What I've been trying to discern is how do you diagnose if it's an execution vs market/buyer understanding problem? And one of the things I've been seeing suggested is that low win-rate is a signal of poor market/buyer understanding. Your comment is fair thought; nothing is a monolith, and I can appreciate there's lots of nuance here.

Oh wow Marylou Tyler - thanks so much for such an in-depth response! This is great!

Sudarshan Y. ask them. Or go find in-market buyers and decision makers about how they evaluate solutions like yours

Just to echo others here - personas are not enough. Do you have an actual GTM strategy? ICP & Persona Positioning & Messaging Channel and Campaign Choices Measurement & Feedback Loops Tactical execution protocols Resourcing Budget Segments, Firmographics, Psychographics, Technographics and how these solutions fit into your buyers ' day-to-day are key. Just looking at the website - It's not clear what any of that is.