Resources · Newsletter · Go-to-market strategyIssue 3: What the buyer would have said
This week we published three go-to-market posts: one on turning sales calls into LinkedIn posts, one on whether to publish pricing, and one on what a good CAC payback period looks like. Two of them came back to the distance between what a seller believes and what the buyer would say.
Key takeaways
- A quote is ready when another buyer in the same job would recognize their own week in it.
- Buyers have named published pricing their top ask of vendors for four years running, per TrustRadius.
- Two companies can post 22 months for opposite reasons, so act on the cut rather than the average.
This week
Two of this week's pieces turned on the same gap, between what a seller believes about a deal and what the buyer would say about it. Corporate Visions looked at win-loss data from more than 150,000 B2B deals and found sellers and buyers naming different reasons for a loss 50 to 70 percent of the time. Pricing pages show that gap in public. TrustRadius buyers have put published pricing first on their wish list every year since 2023, and 58 percent of the B2B SaaS marketers in CommonMind's survey still leave it off. The payback piece ran the other way, with a 22-month median that means large, slow deals for one company and the 21 to 30 percent growth band for another. We still have not found a study on whether a published price floor caps the top of a deal, and it is the objection we hear on sales calls.
How do you turn sales calls into LinkedIn posts?
Turning a sales call into a LinkedIn post: which moment to pull, how specific the quote has to be, and when to ask the customer before you share their words.
Read more →
Should a B2B company publish pricing on its website?
Most B2B software hides its price. Only 4 percent of G2 product profiles list a number, and 58 percent of B2B SaaS respondents publish none at all.
Read more →
What counts as a good CAC payback period?
No single number counts as good. Bessemer targets under 12 months for SMB sellers and under 24 for enterprise, and the 2026 industry median is 16 months.
Read more →About Corvan
Corvan makes Corvan AI, which runs your content from your customer calls, in your voice: posts that answer what your buyers keep raising, plus scripts and ads. The team also runs go-to-market services: consultation, ad operations, and AI search ranking. Every piece under Resources is written by the team that runs the work, with sources. Meet the team on the team page, or read what it returned for Drive Me Barcelona.
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