It started slowly.
Deals that used to close in 60 days took 90. Then 120.
The pipeline looked full on paper, but it wasn’t moving.
Your win rate dropped under 15%. And stayed there.
Every week, the metrics softened.
Every board meeting required a new explanation.
And every quarter without progress, quietly chipping away at your credibility.
You’ve tried the usual fixes:
More activity
Better follow-up
Tighter sequences
New messaging, new enablement, new dashboards
Your team is working harder than ever.
But nothing is creating momentum.
Here’s what we see inside stalled B2B growth engines:
Reps feel the stall. Conversations are happening, but not progressing. Buyers are interested, but immobile. The reps can’t explain why. They are updating resumes and passively trolling for their next opportunity.
Internal friction builds. Marketing blames sales. Sales blames marketing and the product. Product blames messaging. Alignment decays into noise.
Competitors gain ground. Not with better tech, but with better story logic. Their narrative creates clarity. Yours creates confusion.
The board starts asking different questions. Not “how hard are you working?” but “why isn’t it working?” And what they’re really asking is: “Do we still believe this leadership team knows how to fix this?”
What’s really happening is this:
Go-to-market has become a cost centre — extracting more value than it creates.
Campaigns launch. Tools get rolled out. Enablement decks get updated.
But deals still stall. Buyers still hesitate. And GTM becomes more theatre than traction.
Most CXOs confronted with this stall do precisely what you’d expect.
They reach for the Default Playbook:
“Let’s hire a marketing agency to boost inbound.”
“Let’s run sales training at kickoff — reset the tone.”
“Let’s get a motivational speaker to fire everyone up again.”
We get it. These moves feel safe. Familiar. Fast.
They’re also what the board expects you to try.
But here’s how it plays out:
The marketing agency brings content and campaigns. The funnel grows, but win rates don’t move.
The sales training energises the team for a week, but without a clear message and reinforcement, it fades quickly.
The kickoff keynote gets applause. LinkedIn lights up. By Monday, nothing’s changed.
These aren’t growth levers.
They’re theatre.
They don’t fix the real problem:
Your message doesn’t match how your buyers make decisions.
We saw it play out just last month.
We’d been in conversations with a CEO whose company looked like yours:
Flat growth. Long sales cycles. Inbound softening. Reps frustrated.
We suggested a simple starting point:
Interview recent buyers. Understand the real triggers, risks, and decision logic that shaped their journey.
His response?
“We’re getting the internal experts together. Product. Sales. The exec team. We’ll build the messaging ourselves.”
We’ve seen this film before.
A war room full of opinions.
Six weeks of iteration.
A new deck. A new slogan. A renewed sense of hope.
Twelve months later?
Same stall. Same problems. Same boardroom tension.
Why? Because the people building the message…
…aren’t the ones who lived the buying journey.
They didn’t feel the struggling moment.
They didn’t fight internal resistance.
They didn’t have to overcome inertia and justify the risk.
Your best buyers did.
That’s where we start.
We run structured Switch Interviews with the champions who brought you in.
Not to validate your message, but to reconstruct their decision journey.
We uncover:
The trigger event that moved them from passivity to action
The risks that almost stopped them
The reasons your offer stood out
The story they used to convince others
We extract that insight and build:
A whiteboard-style narrative that lets reps guide buyers through the complexity of positioning and the “Why Change” story with confidence.
Structured by buyer logic, not product features — so conversations feel relevant, not rehearsed.
We embed this in your team through immersive role-playing workshops, skills coaching and reinforcement, so the change sticks.
It’s a capability your team applies deal-by-deal to create momentum
Discovery calls feel different
Reps lead with buyer logic, not product pitches.
“That makes sense” replaces “Send me more info”
Pipeline velocity improves
Internal handoffs reduce
Deals stop stalling at the same predictable points
Win rates rise
Sales cycles shorten
You walk into the boardroom with real momentum — not more slideware
And the long-term impact?
Board confidence returns — because there’s a system, not just effort
Internal alignment holds — because everyone shares the same buyer logic
Reps stay — because they’re winning, not guessing
Your story separates — because it’s built on real customer truth
The biggest threat isn’t the stall.
It’s another quarter of doing what already didn’t work.
You already know the pipeline is soft.
You already know your message isn’t converting.
And deep down, you know another campaign or keynote won’t change that.
The story that drives growth is already out there.
It’s the one your best customers already lived.
You just haven’t extracted it yet.
We help you find it, systematise it, and activate your team around it — fast.
That’s how pipeline fills.
That’s how cycles compress.
That’s how you walk into your next board meeting with confidence instead of excuses.
Shift90 is a GTM execution partner that helps B2B companies achieve traction in 90 days. Using customer-led insights, visual storytelling, and embedded activation, Shift90 aligns revenue teams around a single narrative and delivers positioning, sales plays, and campaigns that drive pipeline growth efficiently.