Making a complex product easy to choose.

Project Overview

Client

Vertex

Industry

SaaS

Service

Positioning & Pricing

Timeline

3 Months

The Challenge

Great product. Unclear story.

Vertex solved a real problem, but prospects struggled to understand why it was different. Sales cycles dragged, discounts crept in, and the team was competing on features instead of value.

The Approach

Research

We interviewed customers and lost prospects to learn why they bought — and why they didn’t.

Research

We interviewed customers and lost prospects to learn why they bought — and why they didn’t.

Differentiate

We defined the position only Vertex could own.

Differentiate

We defined the position only Vertex could own.

Message

We rebuilt the messaging architecture from homepage to sales deck.

Message

We rebuilt the messaging architecture from homepage to sales deck.

Price

We aligned packaging and pricing with the value customers saw.

Price

We aligned packaging and pricing with the value customers saw.

Results

34%

Higher Conversion

22%

Larger Deal Size

2×

Win Rate in Key Deals

The Impact

Value that sells itself.

Vertex now leads conversations with its strongest idea, and its pricing finally reflects the value it creates.

Testimonial

“Our customers finally describe us the way we describe ourselves.”

Ryan Patel

Founder, Vertex