The True Secret to B2B Revenue Growth: Identifying Client Needs and Serving Them Better Than Anyone Else
- Summer Poletti
- Apr 4
- 6 min read
Growth isn’t about the biggest sales team, most creative marketing, or slickest product. It’s about being the most valuable.
The real winners in business aren’t just the ones who stand out, they’re the ones who solve the right problems at the right time.
Some of the best businesses didn’t start with a grand vision or "million dollar idea". They started by noticing a pain point, reading between the lines, and turning a frustration into a profitable opportunity. Ever thought " I wish there was a _____"?
If you want to accelerate revenue, attract better-fit clients, and create long-term success, you don’t need to reinvent the wheel.
You need to listen differently and act faster than your competitors.
What You’ll Get From This Blog
Why most companies waste time solving the wrong problems, and how to avoid it
How to turn everyday client complaints into business opportunities
The framework for identifying high-value, high-margin needs in your market
Real-world examples of companies that monetized hidden opportunities
A sneak peek at my interview with John Mason-Smith (JMS) on turning market gaps into multimillion-dollar wins
Stop Selling Harder < Start Solving Smarter
If you’re constantly trying to convince people they need your solution, discounting to win, chasing low-quality leads and low-value deals, or competing on features alone - you’re fighting a losing battle.
Instead of trying to differentiate for the sake of it, the most successful businesses focus on:
Deeply understanding their best-fit clients
Identifying the number one problem those clients will pay to solve
Building an offer that removes barriers and creates real impact
The Market Data is Clear
Seventy-four percent (74%) of buyers say they will choose the company that helps them define their problem and create a clear path forward (Gartner).
Companies that focus on removing friction and solving business challenges grow revenue thirty-two percent (32%) faster than competitors (Forrester).
Eighty percent (80%) of B2B buyers say they want to work with companies that offer solutions tailored to their specific industry and business model (McKinsey).
The fastest-growing companies aren’t the ones with the best marketing or the flashiest brand , they’re the ones that become indispensable by solving urgent, high-value problems. Better than their competitors.
How to Identify the Right Problem to Solve (Before Your Competitors Do)
It’s not always obvious what your clients need most. Sometimes, their biggest challenge isn’t what they say it is, it’s what they don’t realize they need yet.
Here’s how to spot hidden opportunities and monetize them:
Listen Differently: Read Between the Lines
Here are the subtle complaints that SaaS and financial services providers should be listening for - signals that their buyers may not explicitly articulate as problems, but which represent clear opportunities to step in with a solution. Reading between the lines of these frustrations allows for proactive problem-solving and positioning as a strategic partner.
1. Time & Efficiency Challenges
• “Our team is working overtime just to keep up.”
• What’s Really Being Said?
→ We need automation, streamlined workflows, or better resource allocation.
• “We don’t have time to train everyone on new processes.”
• What’s Really Being Said?
→ We need intuitive, easy-to-use software that minimizes learning curves.
• “We’re always playing catch-up with our financial reporting.”
• What’s Really Being Said?
→ We need real-time data access and automated reporting to eliminate delays.
2. Revenue & Growth Constraints
• “We’re getting a lot of leads, but conversions are low.”
• What’s Really Being Said?
→ We need better lead qualification, data-driven targeting, or improved sales enablement.
• “Our pricing model isn’t working as well as it used to.”
• What’s Really Being Said?
→ We need pricing intelligence, competitive analysis, or AI-driven pricing optimization.
• “We’d love to expand into new markets, but it feels too risky right now.”
• What’s Really Being Said?
→ We need financial forecasting, risk mitigation tools, or compliance support to navigate expansion.
3. Compliance & Risk Concerns
• “Our industry is changing too fast to keep up with regulations.”
• What’s Really Being Said?
→ We need automated compliance monitoring and regulatory updates.
• “We can’t afford a security breach.”
• What’s Really Being Said?
→ We need AI-driven fraud detection and stronger data security protocols.
• “We have so much sensitive data—we can’t risk sharing it with AI.”
• What’s Really Being Said?
→ We need private AI models, data governance solutions, and secure cloud infrastructure.
4. Customer Experience & Retention Issues
• “We’re losing customers to competitors, but we’re not sure why.”
• What’s Really Being Said?
→ We need better customer insights, churn prediction, and proactive retention strategies.
• “Customers are asking for more self-service options.”
• What’s Really Being Said?
→ We need a user-friendly client portal, chatbot support, or on-demand reporting.
• “Our onboarding process takes way too long.”
• What’s Really Being Said?
→ We need automation, guided workflows, and AI-powered support to improve first impressions.
5. Internal Silos & Operational Inefficiencies
• “We have too many different systems that don’t talk to each other.”
• What’s Really Being Said?
→ We need better integrations, an all-in-one platform, or data centralization.
• “It feels like sales and finance are never on the same page.”
• What’s Really Being Said?
→ We need better alignment through shared dashboards, cross-functional workflows, or automated reconciliation.
• “Everyone is using their own spreadsheets and workflows.”
• What’s Really Being Said?
→ We need standardization and centralized data management.
How SaaS & Financial Service Providers Can Respond
Instead of waiting for buyers to explicitly ask for a solution, the most successful companies anticipate needs before they become critical problems. By recognizing these subtle frustrations as market signals, service providers can position themselves as proactive problem-solvers, rather than reactive vendors.
The businesses that act on these hidden opportunities first will win more deals, increase retention, and create long-term customer loyalty. Most companies hear, and address, surface-level complaints. The best companies dig deeper and find the core business problem that, when solved, unlocks real revenue impact.
Define the Cost of Inaction
The easiest way to get buy-in for your solution is to quantify the problem.
What’s the real cost of not solving this issue?
If a company is losing five hundred thousand dollars a year in sales delays, spending fifty thousand dollars to implement a smarter system isn’t an expense, it’s a no-brainer.
Make the cost of inaction crystal clear. The bigger the pain, the more urgent the solution.
Stop Trying to Serve Everyone
The fastest-growing businesses don’t dilute their value by trying to be all things to all people. Instead, they:
Narrow their focus to their best-fit clients
Deepen their expertise in solving one specific challenge
Build repeatable, scalable solutions that create undeniable ROI
This is the real secret to growth. The companies that own their space and deliver better results than anyone else don’t have to fight for business. The business comes to them.
How We’re Solving the Right Problems at the Right Time
At Rise of Us, we’ve built RiseAI Sales AcceleratorTM (formerly the Smart Sales Playbook Program) because we saw the exact same problem over and over.
Sales teams weren’t using the playbooks they had.
Leaders knew they needed AI but didn’t have time to figure it out.
Small and mid-size teams couldn’t afford traditional sales enablement programs.
So we built a modern, scalable solution that actually works.
A playbook salespeople actually use because it’s built into how they sell.
A tool that’s easily updated so it never goes stale.
A blend of AI-powered efficiencies and expert coaching so sales teams don’t have to figure it out alone.
We’ve worked with companies across SaaS, financial services, and tech to streamline their revenue systems, and we saw so much success that we made it available as a standalone program. If you’re tired of chasing revenue with outdated, ineffective methods, it’s time for something different.
Sneak Peek: John Mason-Smith on Revenue Remix
If you think differentiation alone is enough to win in today’s market, think again.
John Mason-Smith (JMS) built a successful company by spotting an unmet market need and solving it better than anyone else.
On this week’s Revenue Remix episode, he reveals:
How to identify hidden gaps your competitors are missing
Why solving the right problem attracts high-value clients effortlessly
The unexpected strategy that turned a niche hiring firm into a thriving business
Listen in this Thursday, because this could be the key to your next growth move.
What’s Next?
Identify the number one problem you solve better than anyone else. If you don’t know, let’s figure it out together.
Stop competing on features, start removing barriers.
Apply for early access to RiseAI Sales Accelerator today and build a revenue system that actually works.
Rise of Us is a practice run by Summer Poletti, specializing in revenue growth: sales, strategic partnerships, customer success, marketing alignment. We generally work with financial services and SaaS companies from $2MM - $10MM ARR and help them plan and execute for their next stage of revenue growth. We concentrate on strategy, coaching, and organizational alignment.
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