Every vendor is fighting for the same attention. Sales and marketing teams are under pressure to reach the right buyers, say the right things, and make every interaction count. Yet most still rely on assumptions about who their buyers are and what they care about. Buyer Intelligence  changes that. It is the process of understanding your prospective customers in real depth. It looks at their organisation, the people involved in decision-making, and how those buyers view your b

When enterprise technology vendors think about marketing and selling their solution, they often focus too narrowly on individual personas - perhaps the CIO or the IT Director. But in many large technology purchases, it’s not just one or two people making the decision - it’s likey to be ten or more. Understanding the full buyer group  is essential if you want your messaging, outreach, and campaigns to cut through. Yet we find that many marketing teams are relying on assumption

If you’re seeing low customer health scores or worrying signs from key accounts, it’s time to act. In this blog, we explore what a Customer Health Score is, why it matters, and how IT vendors can take practical steps to improve it. From conducting structured Customer Success Checkups to acting on early warning signs, we share proven strategies to boost satisfaction, strengthen relationships, and protect renewal outcomes.

It’s the question every technology vendor should  be asking - what do buyers really think about us? You might have your own assumptions. Your sales team hears anecdotal feedback. Your marketing team runs surveys. But rarely do vendors take the time to step back and run a truly independent, in-depth investigation into how their prospects, customers, and partners actually  perceive them. They just guess and hope for the best. They invest money into the marketing function and ba

If you’ve been exploring ways to improve customer experience or win more business, you’ve likely come across two important terms: Voice of the Customer  and Voice of the Buyer . While they sound similar, they answer very different questions, and understanding both is key to building a better, more competitive business. At Viewpoint Analysis, we work directly with both enterprise buyers and technology vendors. That gives us a unique, independent position to help you uncover wh

SaaS contract churn is a persistent challenge for software vendors. Losing a customer at renewal time not only impacts revenue but can also signal deeper issues with customer satisfaction, product adoption, and competitive positioning. While the sales team is lauded for winning that all-important new logo, the business depends on existing customers signing renewals because that's where the profit sits. Since starting Viewpoint Analysis, I have had a deeper appreciation of the

Do you really know your buyer, or is your marketing and sales team guessing? Understanding your buyer is the key to winning new customers. Yet, many sales, marketing, and product teams focus on selling their solutions rather than truly grasping what their prospects want, need, and think. This is where buyer insight becomes invaluable. In this blog, we’ll explore why understanding your next customer is critical, the methods you can use to gain deep buyer insights, and how serv

What is The Voice of the Buyer? You may be familiar with the term Voice of the Customer, but the Voice of the Buyer is subtly different. Whereas the Voice of the Customer is about understanding your customer - the Voice of the Buyer is about understanding your target buyer, your future customers. It’s a strategic research approach that gives businesses real, unfiltered feedback from their potential customers—helping them refine their sales strategy, improve messaging, and un

Account Profiling is probably the very first step that any sales or marketing team takes in order to target a new account. It is therefore one of the most important activities that can be performed when investing in a new account patch or a new list of target accounts. Viewpoint Analysis acts as a 'Technology Matchmaker' - and one-half of what we do is to help sales teams to understand their customers better. That begins with account profiling or account research and we do a

If you are in sales or marketing, knowing about company profiling - the mechanism by which we understand a prospective customer and as a result, we can target them effectively - is exceptionally important. It is only by putting the time in to research a client, that we can then tailor our content, messaging, and language to differentiate our business and service. It is perhaps the most unpopular job for any sales or marketing team. For large accounts, the process should take