Sales teams typically aren’t filled with great writers, analysts, or researchers. However, they’re often tasked with these jobs. Whether it’s writing solid sales outreach on LinkedIn, looking deeply at a sales pipeline, or analyzing the strengths of a competitor, your average salesperson needs help to do it right.

Our approach to B2B sales messaging is built on a history of analyzing the sales processes of major tech companies and well-known startups. We’ll help your sales team write better sales outreach, presentations, and proposals. We’ll also equip your sales team with strategies to beat the competition. Finally, we’ll help you smooth out the kinks in your sales pipeline.

53% of customer loyalty is driven by the sales experience, more so than by brand, product, service, and price combined.1


Cascade Insights offers the following strategy services.

Sales Messaging Optimization

Across thousands of conversations with tech & LOB buyers, we’ve come to understand what they want in sales outreach. We can empower your sales reps with meaningful messaging that leads to meetings, demos, and sales. In short, we’ll keep your sales representatives from filling inboxes with emails that just get ignored or flagged as spam.

Sales Playbooks

Have your sales reps abandoned your playbook because it doesn’t guide productive conversations? Perhaps it’s time for a playbook upgrade. We’ll give you snappy sales playbooks filled with actionable insight, messaging that addresses the needs of key buyers & influencers, and answers on how to defeat the competition.

Sales Funnel Analysis

Today’s B2B journey looks more like a maze than a linear process. To help sales reps navigate a nonlinear buyer’s journey, we’ll take a close look at how sales qualified leads (SQLs) turn into proposals, proposal format and delivery, and how proposals get sold, stalled, and lost. We’ll also help you hone in on an ideal customer profile (ICP), so sales reps can target deals with a higher likelihood to generate a win.

Research Activation™

If you’re working with us on a market research study, we are happy to turn research findings into high-value sales assets. Here are some ways research can accelerate your B2B sales enablement project:

  • Sales enablement market research will assess whether your sales messaging is effectively reaching and persuading buyers at the appropriate stages of the buyer’s journey.
  • Buyer’s journey research illustrates the increasingly non-linear purchasing process your buyers are taking. We’ll utilize this research to craft specific messaging for collateral such as email campaigns, proposals, and whitepapers.
  • Buyer persona research highlights your target buyers and their purchase triggers. We’ll run workshops to give your sales team a more complete understanding of who they’re talking to and how to tip a purchase decision.
  • Win-loss analysis reveals why leads and opportunities have dropped out of your funnel.

Today’s B2B buyer journey is highly non-linear but sales teams still try to apply linear methods to push prospects down the funnel. Pipeline management and forecasting has to change so sales reps can execute effective next steps.2

B2B Tech Sector Specialization

All of our efforts are data-driven. Cascade Insights has conducted market research for the B2B tech sector for more than 15 years. That means all of our sales and marketing enablement efforts benefit from insights gained from thousands of interviews with B2B buyers, from the biggest names in tech to mid-market stars, and startups you’ve heard of before.

Messaging Is Our MO

Our specialization allows us to bring effective differentiators to the forefront of your messaging. 

Cascade Insights’ team of creatives was carefully selected for their mastery of writing and storytelling. Our copywriting always prioritizes the clear and concise. Buzzwords and fuzzy positioning don’t fly here – only messaging that resonates.

Plus, all of our marketing deliverables are vetted by our company’s top sales, marketing, research, and technical experts, ensuring that our creative work will convert rather than confuse your target buyers.

B2B Tech Sector Specialists

Our firm only accepts projects from the B2B tech sector.
Our areas of expertise include:
  • Software
  • Hardware
  • Cloud
  • AI & GenAI
  • Infrastructure
  • Anything as a service
  • Cybersecurity
  • Big Data
  • Low code/no code
  • Applications
  • IoT
  • And much more...
B2B tech spans various industries. We help companies that offer software, hardware, and other technology solutions in sectors such as:

IT Services



Life Sciences



Legal Tech




Market Research Methodologies

  • In-Depth Interviews (In-Person & Online)
  • Focus Groups (In-Person & Online)
  • Web Surveys
  • Online Research Communities
  • Quantitative Studies
  • Social Media / Online Community Analysis
  • Longitudinal Research (Communities, Diaries, Etc.)
  • Secondary Research

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