How Ascend removed customer blind spots and accelerated pipeline with Glyphic
Deals stalled due to blind spots in buyer motivation
As Ascend scaled from product-market fit into growth, the sales team lacked clear visibility into why customers were buying. Without reliable data on compelling events and reasons, deals stalled in the pipeline and sales velocity lagged expectations.
"We didn't really have a good sense of what was making customers buy."
Use deal intelligence to surface objective buying signals
Ascend implemented Glyphic to automatically analyze sales conversations and surface objective, data-driven insights into compelling events, buyer motivation, and deal quality—removing guesswork and bias from pipeline analysis.
"The amount of deal intelligence you can surface is best in class."
Uncovered true buying drivers and accelerated pipeline
- Identified the #1 compelling reason customers buy: growth and scaling (not efficiency)
- Improved deal quality by qualifying compelling events earlier
- Accelerated pipeline movement
- Best monthly sales performance achieved within two months
"October is shaping up to be our best month ever."
Replacing assumptions with evidence
Leadership initially believed efficiency was the primary buying driver. Glyphic's analysis revealed that growth and scaling were the true compelling events across deals.
"Everybody said efficiency — that was actually number two."
Aligning GTM around real buying signals
With this insight, Ascend updated:
- Sales qualification criteria
- BDR scripts and messaging
- Marketing positioning and campaigns
This alignment reduced stalled deals and improved early-stage qualification.
Removing bias from deal analysis
Manual deal reviews were time-consuming and subjective. Glyphic provided a scalable way to analyze deal patterns as volume increased—without relying on intuition or incomplete data.
"As a human doing it, I probably had a bias."
By uncovering hidden buying signals inside sales conversations, Ascend eliminated customer blind spots and aligned its go-to-market strategy around what actually drives purchases—improving deal quality and accelerating pipeline velocity.
