Now we’ll hear from the CEO of one of our Portfolio companies – Aimbrain – on how we worked together on GTM and sales strategy that has transformed the way they engage with their customers. The process has helped the company rethink its approach to the core market for its Biometric Identity Platform.
Here, CEO and co-founder Andrius Sutas explains the impact this has had on the business:
Quite often, the customers themselves don’t actually understand their own priorities. For example, a customer might want to reduce the amount of fraud and doesn’t really care how they do that as long as they get the result, while a customer such as a challenger bank wants to differentiate themselves through a cool user experience that doesn’t require users to remember passwords. The fundamental solution to those problems could be biometrics delivered by exactly the same product. However, the way you pitch the solution and sell the product – and measure success – is different.
The whole Go To Market strategy and business development strategy is about understanding what the end goal is and then changing your language or introducing new language around solving your customer’s needs. When you talk to people without trying to sell your solution, when you’re just there to listen and understand, they share a lot of non-obvious things. It also gives rise to use cases that hadn’t even been thought of before. That’s far better than just trying to sell the same use case to lots of people.
We’ve found that companies are usually very receptive to this approach. We go in with a lot of questions, probing parts of their business to understand where they have bottlenecks, where they are losing money or customers, how they could do better in certain areas. Siobhan has helped us focus those questions to learn what problems they have, but also those they might not have thought about. It can actually be a really valuable exercise for the company as well as for us.
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