Comparison is the normal case
Prospects look for alternatives to existing providers and put options side by side. If you don’t answer the comparison question, you aren’t compared – you’re overlooked.
Software & technology
The buying decision begins long before the demo appointment.
SaaS, business software, IT and technology companies sell to people who compare first, check alternatives and align internally. Being visible isn’t enough – the path from interest to trial access, demo and contract has to hold.
Analyze my shop
Initial consultation – we look at the comparison situation, demo qualification and handovers in the funnel.
Three diagnostic questions
Three questions before the conversation
With these answers, the initial consultation gets concrete.
- What share of your demo appointments actually fits the product?
- What exactly happens in the first seven days of a trial?
- What information does sales get when an inquiry is handed over?
Business model
What makes the software business special
Several roles decide
Business unit, IT and management have different criteria. An argument that convinces one role can block another.
The trial is part of the sale
Trial access or a pilot often decides more than the conversation. Without guidance, a trial ends silently.
Three bottlenecks
What it typically hinges on
Demos without qualification
Appointments are accepted without knowing use case, role and timeline. That costs the most expensive resource in sales.
Trial phases without a progression
After sign-up nothing defined happens. Nobody knows whether someone has reached first value.
A break between marketing and sales
Inquiries are passed on, but without context. Sales starts every conversation from scratch.
Starting points
Where we start
- 01
Answer comparison and alternative questions
Content and ads address exactly the questions asked during comparison – factual, without claims about competitors.
- 02
Set demo qualification
What details an appointment needs, who conducts it and when it is declined.
- 03
Trial phase with a progression
Defined steps to the first visible benefit, with a contact person and fixed touchpoints.
- 04
Clean handovers in the CRM
Context from marketing reaches sales in a structured way – use case, source, open questions.
Deliverables
What you end up with
Collection of comparisons and objections
The questions actually asked in conversations and search, with agreed answers.
Qualification criteria for demos
Binding minimum details and reasons for decline.
Onboarding and trial flow
Steps, owners and touchpoints up to first value.
Search & AI assistants channel plan
Which situations are served by ads and which by content.
Documented cases
Documented cases from software and SaaS
Two projects from the software sector with the service provided in each.
SaaS · Device Management: performance work for market entry in Germany. Jamie CRM: product and interface work for a CRM tool. No other services were provided there.
Example
Example scenario (not a customer case)
A software vendor regularly receives demo requests, a large share of which don’t fit the product. Trial accounts expire without support.
- Demo appointments require a use case and a role
- Every trial phase has a defined first point of value
- Marketing context is handed over in the CRM, not reconstructed in conversation
What we don’t do
What we don’t do
We don’t develop software and make no statements about competitors’ products.
- No product development, no technical consulting
- No forecasts of revenue, pipeline or conversion
Frequently asked questions
Clearly answered.
We sell to enterprise. Does this fit?
In part. The longer the purchasing process and the more committees involved, the more the work shifts from channels to qualification and guidance. We say so openly in the initial consultation.
We have product-led growth. Do we need sales?
Not necessarily. Then the focus is on the trial phase: achievable first value, defined steps and recognizable signals for making contact.
How do you handle comparison content?
Factual and without claims about other providers. We describe what your product is built for and what it is not.
Matching services
