Case Study: Apptio achieves a 25% shorter sales cycle and authentic customer-driven messaging with SurveyMonkey (TechValidate)

How Apptio uncovers the voice of its customers and develops targeted product messaging with TechValidate

Apptio, a SaaS provider of IT spend analytics, faced a messaging problem: product copy was full of jargon that resonated internally but confused buyers, slowed onboarding for sales, and contributed to a lengthy 240‑day sales cycle. Vice President of Product Marketing Jarod Greene needed a persona‑led approach that would make the value proposition clear and relatable for large strategic and enterprise accounts.

The team used TechValidate to run short, targeted surveys (100+ responses each) and capture customers’ own language, then built consistent messaging and faster testimonial collection from those insights. That customer‑led framework reduced friction in the buying process, shortened the sales cycle by 25%, improved onboarding and helped drive increased revenue.

Apptio

Jarod Greene

Vice President of Product Marketing