A lot of B2B teams are doing “customer research.” They run research interviews, they collect notes, they build a deck.
Then the deck sits in a folder. The launch still ships with the same messaging. Sales keeps using last quarter’s talk track. The website copy stays vague because nobody wants to bet the conversion rate on a couple of anecdotes.
That gap between doing the research and changing what the business does next is the research-to-outcome gap. It’s the problem we built GetWhys to solve.
We recently announced (via PR Newswire) that GetWhys raised a $5.2M round to help more B2B GTM teams close that gap.
The research-to-outcome gap (and why it’s so common)
The issue usually is not intent. Product marketing and GTM leaders want to be buyer-led.
The issue is friction:
- Research is slow, so teams default to opinions to hit timelines.
- Insights aren’t delivered in a format that maps cleanly to decisions.
- Learnings get trapped in decks, docs, and scattered notes.
- By the time you want to revisit a question, you’re starting from scratch.
So “insights” exist, but outcomes don’t change.
What GetWhys is, and who it’s for
GetWhys is a buyer research and insights platform built for B2B product marketing and GTM teams.
The goal is simple: make buyer reality usable, fast, and easy to apply across the work that actually moves the business, messaging, positioning, content, campaigns, enablement, and sales execution.
If you are a product marketing manager (or a GTM leader who depends on PMM to make decisions easier), GetWhys is for you. It’s for teams that need to answer real questions like:
- What do buyers actually care about in this category?
- What language do they use when they describe the problem?
- What alternatives are they comparing us to?
- What objections show up right before a deal stalls?
Insights vs. outcomes (in practical GTM terms)
An insight is a learning. An outcome is a change in what your team ships, says, or sells.
Here’s what that looks like in the real world:
- Insight: Buyers say “visibility” but they mean “I need to prove this is working to my boss.”
Outcome: Your homepage headline, demo flow, and sales talk track shift to proving impact, not describing features. - Insight: The strongest competitor is “doing nothing,” not a named vendor.
Outcome: Your positioning and outbound stop over-indexing on vendor comparisons and start addressing inertia and status quo risk. - Insight: A specific integration is the real deal-breaker late in deals.
Outcome: Your enablement, security page, and discovery questions change so deals don’t die at legal or procurement.
Insights are only valuable if they reliably turn into outcomes. GetWhys is designed to make that translation easier.
What this $5.2M round enables
We announced a $5.2M round because we’re investing in the things that matter if you want research to show up in real GTM work.
That means:
- Product: Make it faster to get to clear, decision-ready answers, and easier to share those answers where GTM teams already work.
- Team: Keep building with a tight, customer-focused team that obsesses over the details that make research usable.
- Customer impact: Help more PMMs and GTM leaders replace “I think” conversations with “we know” decisions, without adding weeks to the timeline.
We’re not interested in research that only produces a pretty slide. We’re interested in research that changes what you ship and how you sell.
What GTM teams can do faster with GetWhys
When buyer research is accessible and decision-ready, a lot of GTM work speeds up. With GetWhys, teams can:
- Tighten positioning by grounding your narrative in real buyer language
- Validate messaging options before you lock the website, ads, or launch brief
- Build sales enablement that reflects real objections and real decision criteria
- Create content that matches how buyers actually frame the problem and evaluate solutions
- Pressure-test a new segment or ICP hypothesis without waiting on a full research cycle
- Align product, marketing, and sales on what matters, with one shared source of truth
Why we care about this (and why we’re building it now)
B2B GTM has gotten harder. Budgets are scrutinized, competitors multiply, and “good enough” messaging gets ignored.
At the same time, teams have more access to qualitative data than ever. The bottleneck is turning it into action consistently.
That’s the job: make buyer truth easy to use, not just easy to collect.
What’s next
Over the next phase, we’re focused on:
- Reducing the time from question to confident GTM decision
- Making insights easier to operationalize across messaging, content, and enablement
- Helping teams stay aligned as their product evolves, their market shifts, and their ICP changes
If you’re a PMM leader trying to make research pay off in real outcomes, we’d love to talk.
FAQ
1) What does “research-to-outcome gap” mean?
It’s the space between collecting buyer research and actually changing GTM execution, messaging, positioning, content, enablement, and sales conversations. Most teams have insights. Fewer teams turn those insights into decisions quickly and consistently.
2) Who is GetWhys built for?
Primarily product marketing managers and GTM leaders at mid-size to enterprise B2B companies who need buyer-backed messaging and positioning, fast, and who want a repeatable way to keep teams aligned.
3) What makes GetWhys different from traditional research?
Traditional research often ends with a report. GetWhys is built to make buyer insights easy to find, apply, and share so the output is not just learning, it’s action in your GTM work.
4) How do I get started?
Book a demo or try GetWhys, tell us what you’re working on (launch, repositioning, competitive pressure, new segment), and we’ll show you how teams use buyer insight to move faster with more confidence.