Bridging the gap between sales and marketing.
Cavada helps B2B software sales teams sell more by focusing their conversations on the buyer rather than on their own products and services.
What We Do
Selling complex software solutions to business and government buyers has always been tough, but rapid technological advances in just the past five years have led to radical changes in the buyer-seller relationship. Today’s technology buyer is, more often than not, a cross-functional team of people with ready access to far more information about potential solutions than has ever been available before. A process that for decades was defined by the seller is today defined by the buyer.But most marketing teams supporting B2B software sellers struggle to understand how and why their customers’ buy, what questions need to be answered during the buying process, and what the buyer needs to see before they will commit to making the decision to change.They tend to focus on what they do know -- the features and functions of their products. Consequently, their messages tend to go unheard and their materials unused.The business impact of these challenges reaches well beyond marketing effectiveness. The whole organization is affected. Research designs products that the customer may find interesting, but isn’t willing to buy. Development builds products that may work well, but they don’t quite solve the problem. Sales may generate lots of interest, but too many opportunities end in a non-decision. The organization struggles to grow.That’s where we come in. With over 25 years of experience marketing and selling enterprise software solutions to both business and government, we bridge the gap between product management, marketing and sales to address the strategic questions critical to new market development and to drive sales effectiveness and productivity.
Leadership
Cavada is led by founder Zach Zettler, a proven operational leader driving growth through product innovation and creating new go to market operating models focused on accountability and performance.Zach's executive leadership experience encompasses a broad spectrum of software companies serving both private and public sector customers with solutions for virtual health, electronic health records, case management, document management, B2B electronic commerce and application integration spaces. He has a track record of success scaling companies that have demonstrated product market fit and are seeking to grow operations, deliver on customer expectations, and expand to new markets.Zach was recognized in 2004 for Outstanding Product or Service of the Year by the Columbus Technology Council for an innovative government portal providing secure electronic information exchange between public sector organizations and their public and private sector partners. He holds a Bachelor of Arts degree in Economics from Miami University.
Contact Us
If you're not convinced your buyers find your sales conversations or marketing messaging relevant and compelling, we'd love to help.