Synthetic User Research: Why B2B SaaS Deals Stall?
Hosted by John Gusiff
In this video
What you'll learn
Why B2B SaaS Deals Stall (Even When the Tool Is Better)
Understand why buyers don’t switch due to features or demos—how fear, friction, and normalized pain quietly block deals.
How to Diagnose Buyer Progress using the Wheel of Progress
Learn how to identify where buyers get stuck and which conditions for progress marketing & sales must remove.
How to Turn Barriers Into Language That Converts
Translate real switching barriers into messaging, sales talk tracks, and proof that reduces risk and speeds decisions.
Research Scope: Dozens of GTM Solutions part of the Research
Insights drawn from research across dozens of GTM platforms, Salesforce, HubSpot, Pipedrive, Clay, Apollo, and others.
Why this topic matters
Most GTM teams think deals are lost to objections or pricing, but our research shows buyers don’t fire software—they fire pain, risk, and friction. Deals close when those barriers collapse and progress feels safe.
You'll learn from
John Gusiff
Founder, Customer Centric Solutions LLC
John is a Make It Toolkit–certified behavioral design strategist specializing in CX Strategy, Jobs-to-be-done research, GTM strategy & positioning, and experience design. He helps companies translate behavioral insights into systems that drive customer progress, advocacy, and loyalty.
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