Decision
Build-vs-buy quietly kills the deal
AI is making software sales harder.
Here’s why your deals are getting stuck:
- “We could build this ourselves” starts winning
- AI misframes you against competitors
- AI doesn’t surface you at all
We find why you lose deals, and fix the cause: content or product.
Where deals break
Evaluation
AI gives buyers few reasons to pick you
Discovery
AI doesn’t surface you in buyer research
Research behavior
Software buying changed for good.
The winners are already adapting.
Research behavior
How buyers want to buy
Buyer research is more self-directed and AI-assisted.
Source: GartnerSurvey of 646 B2B buyers conducted August through September 2025.
Discovery behavior
How vendors get shortlisted
AI is already part of how SaaS buyers discover vendors.
Source: WynterSurvey of 101 mid-market B2B SaaS CMOs conducted in January 2026.
Build-vs-buy dilemma
Why internal alternatives are growing
More teams are replacing tools and planning more internal builds.
Source: RetoolSurvey of 817 builders and Retool customers conducted in late 2025.
How it works
The program
Three phases. Each one ends with something concrete in your hands.
1
Friction Audit
We identify where your buying process breaks:
- discovery gaps
- evaluation friction
- build-vs-buy dilemma
2
Fix Program
We improve the assets that influence decisions:
- key pages
- structured product data
- comparisons and references
3
Adaptation Layer
We track changes in buyer behavior and competitor positioning so the fixes do not go stale.
Sample report
A typical report shows:
- Where AI fails to surface or frame you
- Which pages create doubt during comparison
- Where proof is missing or weak
- How build-vs-buy is currently winning
Where AI fails to surface or frame you
Which pages create doubt during comparison
Where proof is missing or weak
How build-vs-buy is currently winning
Ready to fix the friction