B2B Analytics SaaSClient A — Northlane (placeholder)
Repositioned from a reporting tool to a decision platform — win rate up 34%
A Series B analytics company was competing on features against much larger suites. We rebuilt positioning around the buyer's real job and rewrote the sales narrative.
- +34%
- Competitive win rate
- -19%
- Average sales cycle length
- 2.1x
- Demo-to-opportunity conversion
The challenge
Northlane had strong product retention but was losing competitive deals late in the cycle. Sales described the product three different ways, and the website led with dashboards — the exact thing every competitor also led with.
Our approach
- 0118 interviews across customers, closed-lost accounts, and the sales team
- 02Win/loss synthesis to find where deals actually turned
- 03New positioning built around decision speed rather than reporting depth
- 04Rewritten homepage, pitch deck, and objection-handling guide
- 05Two enablement workshops and a 60-day message adoption check-in
“We'd been arguing about our own story for a year. They got us to one version in six weeks — and it's the version customers now repeat back to us.”