Imagine you're the CTO of a $22M fintech services firm. Your team ran its strongest demo in months. The prospect engaged. You left confident.
Three weeks later, the CRO sends as hort message. The deal didn't close. They went in a different direction.
You follow up. The CRO doesn't have more. Pushing further risks the relationship. So, both of you sit with incomplete information.
What nobody knows is that the customer's strategy changed six months ago. They're evaluating whether to replace their entire technology stack. The signals were in the market, in the trades, in how the conversation shifted. But nobody was reading them.
This is a GTM problem, not aproduct problem. Nobody built a shared story connecting market reality to customer value. The CFO is watching the numbers miss. The CRO is flying blind.The CMO is trying to translate a story the market has outgrown. The CTO is left in a black hole.
That gap is findable. But most firms won't name it until a second deal falls the same way.
