How a revenue sprint helped me learn it's all about the offer
At the end of last year, we did a revenue sprint to hit our yearly goals.
We decided to test new products and offers in a no-code way.
What’s the biggest lesson I learned?
Your offer is everything.
Not even the way you position it, package it, or pitch it. But the core problem you’re trying to solve.
If you solve a big, important problem, there's a lot of money available.
What do I mean?
The first offer we tried was a target customer survey designed to gather insights for improving the 2024 GTM strategy.
To help companies steer the ship in the right direction and make all of their GTM bets better informed, therefore, more effective.
Wrote a nice little LP. Message tested it and iterated based on that.
On paper, it made sense. Every rational being would get that.
We sent the email out to our newsletter(15k). Crickets. 0 interests.
Just like everyone nods and says, yeah, research is so important, but then continues not to do it.
The insights problem isn’t so burning to many.
Not to mention, it required going through the results, making the right conclusion, and then making bets based on that. Research without action is just a cost.
We dropped it in 3 days.
Back to the drawing board.
Then we decided to test something we had tried before. But were on the fence about and needed more information on.
On-demand demos. Schedule demos with category buyers through our b2b panel.
This time, we didn’t even spend time on a landing page.
A typeform for ordering and an email to the list.
It exploded. We were overflooded with requests. We had to say no to so many people.
Why – we were solving a burning problem. Every single company wants more demos.
That’s the marketing team’s everyday grind. Meeting pipeline goals.
Insights are nice and everything. But when you’re measured on a metric, you better hit it.
Help people achieve that, and they have their company’s wallets ready.
People want fixes for their burning problems. Not their tier 2 or tier 3 problems or stuff that improves them improve the machine(unless the C-suite).
Having rolled it out, we went back to the drawing board.
We decided to bet on something we had learned already a long ago.
People don’t want to do the research. They want advice backed by data.
That was the mistake we made with the first package as well. Pitched it as research.
Now, GTM Insights package for 2024.
This isn’t a research package. It’s a service using research.
We’ll do everything and give you a brief with advice you can share with your team and execute.
After bundling multiple products together and adding done for you element to it, it got a way better response than the first offer. But worse than the demos.
But tbh, we were a bit late with this. This was on the brink of the holidays.
Would’ve we done it in October...
However, the truth still remains. Repackaging and positioning your offer can do wonders.
But solving a level 10 burning problem is way more powerful.