Frequently Asked
Questions

We build interactive pipeline tools - ROI calculators, TCO calculators, maturity assessments, benchmark tools, industry databases, interactive buying guides, and AI advisors. These are buyer-facing digital experiences that qualify leads by requiring the buyer's specific inputs to produce a useful output. Each tool is designed to capture declared intent, route buyers by qualification score, and send complete context to sales before the first call.

Most lead gen forms collect contact details with no buyer context. Most basic calculators produce a number but don't route the buyer, notify sales, or log the buyer's inputs to a CRM. GTM Summary tools do all of these: they capture multi-dimensional buyer context, score the buyer by urgency and fit, route them to the right next action based on their result, and automatically create a qualified CRM record with the buyer's self-reported situation before sales makes contact.

On yours. Every tool is built to embed cleanly on your existing website or marketing site. You own the tool, the data, and the buyer relationship. We deliver clean, embeddable code that matches your brand and integrates with your existing CRM and analytics stack.

We work primarily with B2B SaaS companies at Series A through Series C - typically with 2-10 people in marketing and a functional demand generation motion that is not converting well enough. We also work with larger B2B companies launching new products, targeting new markets, or building category-defining tools. The common thread is a lead quality problem, not a lead volume problem.

We spend 30 minutes on your specific situation: which buyer question, if answered interactively, would generate the most pipeline for your business right now. We look at your existing content assets, your current conversion rates, your ICP, and your sales process. You leave with a clear tool recommendation and a rough scope - whether or not you decide to work with us.

Starter tools launch in 3-4 weeks from kickoff. Growth tools with complex scoring logic, branching, and multi-dimensional outputs take 6-8 weeks. The most common source of delay is client approval cycles, not build time. If you can turn around reviews in 48 hours, we can usually hit the faster end of the range.

Access to your CRM conversion data (MQL-to-SQL rate, deal size, close rate), your top-performing existing content assets, your ICP definition and buyer journey map, and a decision-maker who can approve deliverables. We handle the strategy, design, engineering, and analytics. You handle reviews and approvals.

Starter tools are $7,500-$15,000 as a one-time project. Growth tools are $20,000-$50,000. Ongoing Tool Library retainers are $5,000-$15,000 per month for 1-2 new tools per quarter plus optimization. Pricing depends on tool complexity, number of result segments, CRM integration depth, and optimization scope. We will give you a specific range on the diagnostic call.

It depends on your deal size and current conversion rates. As a reference: a $15k tool that generates 10 additional qualified opportunities per month, with a $25k average deal and 25% close rate, produces $62,500 in monthly incremental revenue. Payback in days, not months. We model your specific scenario on the diagnostic call using your actual numbers.

We do not offer a standard money-back guarantee, but we do include two full revision rounds in every project scope - and we do not invoice the final payment until you are satisfied with the tool. If the tool is not meeting the pipeline goals we scoped together after 90 days, we will work with you at no additional cost to identify and fix the issue.

We build native integrations with HubSpot and Salesforce. We also support Pipedrive, Marketo, Pardot, and most other major CRMs via API or webhook. For analytics, we integrate with GA4, Segment, Mixpanel, and custom data pipelines. If you use something not listed, ask on the diagnostic call - it is usually straightforward.

No. We handle hosting as part of the build. The tool embeds on your site via a script tag or iframe, with no infrastructure for your team to manage. If you have specific compliance or data residency requirements, we can discuss self-hosted options.

No. Tools are built with performance as a constraint - we target sub-2-second load times for all interactive tools. The embed loads asynchronously and does not block your page render. We test on Lighthouse before every launch.