Cortex
Our proprietary
value capture
platform
The diagnosis
Companies are
misreading the market
Product and customer are diverging
Root cause
Generic segmentation of customers, telemetry and finance doesn’t correlate with product value drivers.
-
Symptom 01
Wrong
ICPThe ideal customer profile is built on segment labels, not product usage archetypes.
-
Symptom 02
Product lacks
right to winProduct has built features that do not serve how customers actually use it.
-
Symptom 03
Indefensible
pricingPricing and packaging can’t be defended because nobody can show where the value comes from.
If you can’t see value
you can’t price it
package it
ordefend it
Our
value capture
platform
Embedded at the heart of our work, and leveraged on all projects, Cortex surfaces the value your fragmented market buries. Every department sees the same evidence, backs the same case and can take action in days, not weeks.
Unify
Data that matters
Augment
Market context
Model
The full picture
Value
exposed
So that you can capture
and leverage it.
The outcome
Value
exposed
So you can capture it.
We work bottom-up, with data that differentiates your sector and in-house knowledge built over 13+ years. That turns fragmented product and customer signals into product value, targeting the right sector with pricing that is defensible.
In practice
-
01 / A clear window
34–133×
Bigger than
the assumed ICP.A client was sure their sweet spot was mid-market firms. The data showed their largest and stickiest customers were 34× to 133× bigger than the average mid-market firm.
Refine target segments
and pricing strategy. -
02 / Market in context
10%+
YoY growth potential.
A client had already won in construction but didn’t know how to repeat that success. We broke down why they won using 6 external data sources mapping key growth drivers to show the healthcare sector as key to >10% YoY growth.
Replicate success in the
next-best market. -
03 / Art of the possible
2×
ARR opportunity unlocked.
A client assumed their product appealed equally across hedge funds. The usage data showed 3 segments where they had a clear right to win with $6m of headroom, and 25 where they were just one of many options.
Focus investment and tailor
packaging to high-value segments.
