The 1980s was the Enterprise Resource Planning revolution. Departments and divisions could centrally plan, together. This first software revolution can be summed up in one word, “Ownership”. You bought the software installed it on premise then it was your responsibility to make it work and used. This was the birth of Ops Led Growth motion. It was company-centric because it had to be. Writing software was a monumental task in itself. The promised productivity gains enough for buyers to take a chance on installing it. But for the most part it was off limits to smaller companies. Then a new revolution sprang up.

The 2000s was the Customer Relationship Management revolution. A sales team could manage relationships with their customers. Fueled by the rise of The World Wide Web a new phase came into our lexicon, The Cloud. It was a fancy way to say store your data on an off-premise server and access it through the internet anytime. It was magical. The Cloud concept kicked off the second software revolution. Which can be summed up in one word “Subscription”. You no longer need to buy and install software. It could be licensed monthly or annually. An sales team could sell it over the internet without ever meeting buyer in person. 

Today we’re at the dawn of a new era. We call this The Win Economy®.

We now buy Wins.

We choose the Winning Buyer Experience.

Call the taxi company? Nah, tap Uber app. Get ride.

Go to store? Nah, 1-click checkout, 2-hour delivery.

Buyer Experience must be frictionless.

Pricing must have a risk-reversal guarantee.

This consumerization

Buyer Led Growth.

Buyers are silently begging to be led to their win. They’re not quite sure how to articulate this but they vote with their wallet. If you don’t show how you’re going to lead your buyer to their win in a frictionless, risk-free way they cling to their Status Quo. Yet if you’re the one to take them to the Promised Land and only charge them once they win. They’ll pay. Alot. 

The biggest challenge in sales today is not our ability to illustrate a compelling future state for buyers. Rather it’s buyer’s confidence in themselves. They don’t believe they can achieve with winning outcome we envision together.

This Win-Based Pricing (WBP) used to be exclusively reserved for services. Lawyers, consultants, marketers,

But we’ve been seeing it come into every avenue of technology. Today more than 20% of public tech companies are trying to introducing hybrid pricing models this year. They don’t want to but it’s the way buyers want to buy. So we have to.

WaaS. Win as a Service.

The New Growth Formula

Buyer Led to Win? = You Win. Buyer’s now only care that you can lead them to their win. If that is a self-serve motion or enterprise. It doesn’t matter. The easier the better. But better to win then not.

But CRMs for seller wins.

As ERPs got left behind by CRM.

What if instead… every buyer could be led to their win?

Insight: Sellers who position against the buyer win (early and often) grow revenue 2x faster.

While some believe software is slowing down. We think its about to go through an even more explosive growth period than the Subscription Economy. Buyers who opt for the status quo will soon flip.

At the end of the 2010s there was a strange argument in the sales community. Is PLG or SLG better? Yet not a single buyer cared about this.

We live in a buyer win economy with software built for seller’s closed won. When was the last time you didn’t feel CRM wasn’t a hassle.

Some advocate that business software step back in time. Back to the 80’s and the time of ownership. I disagree we need to move forward. Ownership of software places all the onus on the buyer to achieve their winning outcome.

Enterprise buyers at work, now expect the same Winning Buyer Experience from their personal life. Meanwhile, new self-serve buyers like developers may expect to

CRMs have made selling products and services so complicated. We think there are only 3 questions that matter;

1. Can you visualize a compelling Win?
2. Can you illustrate the journey?
3. Can you lead buyer to win?

ForTheWin is tackling this problem.

We believe a single founder selling online and Strategic Enterprise Account Executives selling Fortune 50 companies should be able to easily lead buyers to winning outcomes.

We’re on a mission to turn sellers into leaders, so buyers are winners.

ForTheWin is building the world’s first Buyer Win Manager. It’s a new type of business tool. Instead of a product or seller centric approach, the tool enables you to lead buyers from their Status Quo to WOA (Winning Outcome Achieved).

If you’re interested in being part of our pilot and want to double your sales this year by leading buyers to bigger wins, faster and more often, we’d love to show you how!