SaaS Backwards Episode 147 - How to Discover What Really Drives Customer Decisions

Guest: Bob Moesta, Author of “Demand-Side Sales 101” 

In this episode, Bob Moesta, author of Demand-Side Sales 101, reveals why uncovering your customers’ “struggling moments” is the single most efficient step for any business. Whether it’s product development, marketing, or sales, understanding the root causes behind why customers make a change transforms every decision you make.

As Bob explains, customers don’t buy products—they hire solutions to make progress. Without a clear struggling moment, there’s no motivation to change, and no sale. By focusing on these moments, you’ll align your entire go-to-market strategy, saving time, money, and effort across teams.

Key Takeaways:

• The Struggling Moment as a Catalyst: Every purchase starts with a struggle. Most companies fail to uncover this because they focus on features or pain points instead of the deeper context driving change.
• Align Teams Around Progress: When marketing, sales, and product understand the customer’s struggle, handoffs disappear, and everyone works toward the same goal—helping the customer progress.
• Most Companies Miss the Mark: 60% of B2B proposals fail due to “no decision.” This happens because companies don’t clearly define or quantify a problem worth solving.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting