Lancey secures $2 million to let B2B software buyers “try before you buy”
Summary
Between multiple meetings with salespeople and walkthroughs from tech experts, the typical B2B software-buying experience involves spending a good chunk of your week just trying to figure out what the product is. In 2021, their paths converged at Toronto brand interaction software unicorn Ada, where Adi Patel landed work as an enterprise solutions consultant and Abhi served as a senior software engineer.RELATED: Meet the five Canadian startups participating in Y Combinators Summer 2022 Demo DayIn the sales role I was in before at Ada, we realized [that] most folks who come and talk to us really want to see the product, [but] most companies make them run through the typical sales playbook, said Patel. Im excited to play a small role in supporting Adi and Abhi transform the software-buying experience.Lancey is gearing up for a formal public launch of its platform early next year. The biggest thing, at this point, is actually more of the awareness, the education, he added.RELATED: Panache closes $100 million for second fund as firm doubles down on seed-stage startupsHeading into what could be a prolonged economic downturn, Patel noted that B2B software sales growth targets still havent gone away, but the need to operate more efficiently has increased, as companies across the board have begun spending more cautiously.Lanceys platform helps firms get the right customers in the door and avoid wasting time talking to folks who arent the right fit for the product, by weeding them out before sales personnel get involved. The company offers a double play for B2B software sellers that could prove to be particularly appealing during this economic environment.As for its own business, so far, Lancey is practicing what it preaches on the efficiency front.