We've completely moved away from traditional lead-based metrics and instead focus exclusively on accounts, contacts, and opportunities. This shift aligns perfectly with our enterprise B2B focus, where we're selling to multiple stakeholders within each organization. Our market model is built on a clear understanding of our Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and Serviceable Obtainable Market (SOM), with well-defined criteria for our ideal customer profile (ICP). We concentrate on enterprise-sized businesses across a variety of industries, considering specific qualifying factors specific to the service supply chain. This focused approach allows us to track meaningful reach, engagement, and pipeline metrics across accounts and entire buying groups rather than individual leads. Using Salesforce as our CRM, we've structured our operations to align with this account-based strategy, which significantly simplifies our ability to track and measure success. When you're using leads, you tend to track less meaningful metrics and lose the connection from an account-based perspective.

We operate as a truly integrated go-to-market team, with marketing and sales working hand-in-hand to generate, accelerate, and win deals. We've implemented a tiered account strategy where we segment our SOM prospects into three levels: Tier 1, Tier 2, and Tier 3. We have also defined and agreed upon roles and responsibilities across marketing, business development, and sales for each tier. Within our framework, we've developed a comprehensive set of personas that we engage with throughout the buying process, which includes multiple stakeholders. For each of these personas, we've carefully structured our positioning and messaging to address their specific needs, aspirations, and challenges while maintaining consistency in our brand messaging.

We've recently launched a comprehensive brand evolution that goes beyond surface-level changes. We initiated this transformation with an extensive positioning workshop that brought together diverse perspectives from across our organization, our customer base, and industry analysts – including both fresh voices and veterans with deep domain expertise. This approach helped us develop an elevated narrative that resonates with executive-level decision-makers while maintaining our technical credibility. We've also implemented a thorough internal enablement program to ensure our entire go-to-market organization is aligned in their messaging and approach, including certification programs for brand guidelines, positioning pitch, and ABX execution. The timing of this transformation has been crucial as we only have one chance to make a first impression. We need to ensure our foundation is solid before approaching prospects—which means having the right brand identity, messaging that resonates, and a website that effectively conveys who we are, what we do, and why we’re best positioned to help companies reduce Service Supply Chain complexity and drive financial value. This is particularly important given that approximately 70% of the buying journey is buyer-led. Following our core positioning work, we developed detailed messaging frameworks for our key personas, audiences, industry verticals, and product offerings – all carefully aligned with our brand positioning.