1. Prioritise the End User Over the Manager
It’s all too common for sales tools to be designed with managers in mind, but this approach often backfires. Sales reps are unlikely to adopt software that feels imposed on them. No one wants to hear from their sales leader, “This is how you’re going to work from now on.” Tools that put the needs of the manager above the rep tend to suffer from low adoption rates.
The key takeaway from Aligned’s success is that focusing on the end user first pays off. Once teams become hooked on the tool, managers naturally see its value—be it in execution, visibility, automation, or standardising playbooks. This bottom-up approach ensures both adoption and long-term success.
2. Focus on Core Product Quality Over Quantity of Features
In today’s product development landscape, there’s often a frenzy to add new features or chase trends like AI, resulting in products that are all bells and whistles but lack substance. Building with a focus on closing sales rather than retaining customers leads to ‘shelfware’—products that no one actually uses.
Aligned has taken a more deliberate path by intentionally not building features that many competitors have, and yet the company rarely loses deals. The focus is on making the core product better, not just adding more. The team constantly asks: What will get users hooked? How can we solve their problem without adding unnecessary complexity to the user interface? This obsession with quality over capability has been key to Aligned’s success.
3. Go Beyond Knowing Your Users—Get Intimate with Their Workflows
It’s not enough to simply understand your users; you have to get truly intimate with their day-to-day workflows. Think of the tools you love most, like your iPhone. There’s a sense that the creators get you—that everything fits perfectly into your life and solves clear, specific problems.
To achieve this level of connection, it’s not enough to rely on user interviews or surveys. You need to deeply understand every facet of their work lives. This level of intimacy with users sets great products apart from average ones.
4. Consolidation Isn’t Always the Biggest Threat—Focus on Being ‘Best of Breed’
Consolidation can feel like a looming threat in tech, with giants moving into smaller niches. However, not all categories are at risk of being consumed by all-in-one solutions. Some, like Buyer Enablement tools, thrive on offering the ‘best of breed.’
Aligned’s experience shows that AEs (Account Executives) won’t compromise on the quality of their process or buyer experience. Even tech giants have struggled to crack this category, often failing to make it to even the longlist of serious buyers. In spaces where the user demands high-quality execution, focusing on being the best rather than the most comprehensive can be a winning strategy.
5. Relying on Google Search Traffic? You’ve Already Lost
If your go-to-market strategy depends on salespeople finding you through Google, you’re setting yourself up for failure. Competing with established players like Zoominfo on SEO is nearly impossible, and there are only a handful of high-intent keywords in new categories.
Instead, focus on the modern version of word-of-mouth: ‘Dark Social’. This includes LinkedIn, podcasts, webinars, internal company groups, and online communities. Opinions are shaped here, and brand awareness is built in ways that SEO can’t match. Don’t miss out on these critical channels for growth.
Final Thoughts
While these strategies sound straightforward, the reality is that building a successful product is anything but easy. The journey of developing Aligned over the past 2.5 years has been filled with challenges, including countless strategy meetings and a steep learning curve.
However, seeing users become raving fans and the team thrive makes it all worthwhile. These lessons serve as a reminder: keep building, stay focused on the end user, and don’t be afraid to think creatively in your go-to-market approach.
