Client
Challenge: 3 service lines without market data
CXLABS had built three monday.com-based products for three different verticals.
The main problem: no empirical data on which segment responds to which offer.
Strategic decisions were based on internal conviction, not external demand. Before committing resources to any service line, the team needed answers to specific questions:
- Which vertical responds? E-commerce operations, marketing agencies, or FMCG brand management?
- Which decision-maker engages? CEOs, Heads of Operations, Brand Managers, or Project Managers?
- Which message resonates? Centralized reporting, approval workflow automation, or compliance risk reduction?
Without this data, every GTM decision was a guess. CXLABS needed a structured way to test all three segments.
What hypotheses we tested?
We defined 6 campaign-level hypotheses across 3 verticals. Each hypothesis combined:
- Specific ICP
- Decision - maker persona
- Taliored value proposition
Segment 1: E-commerce
- CEOs of Shopify/Shoper stores (50+ employees) need centralized order, fulfillment, and helpdesk data in monday.com to eliminate manual reporting.
- Heads of Operations and Project Managers in e-commerce respond to operational efficiency messaging.
Segment 2: Marketing
- Creative agency CEOs (11-50 and 50+ employees) experience an "approval bottleneck" that monday.com + Ziflow solves by centralizing feedback and version control.
- FMCG Brand Managers face compliance and retail deadline risks that structured approval layers in monday.com address directly.
Segment 3: CRM
- Mid-market companies need a CRM layer inside monday.com instead of a standalone tool.
Insights from the market
The data told a clear story after 3 weeks of live campaigns:
Marketing segment = strongest PMF signal.
Both creative agencies and FMCG Brand Managers responded with high engagement. The "approval bottleneck" message hit a real pain point. 3 out of 4 qualified opportunities came from this vertical.
E-commerce = weaker signal, needs iteration.
Lower reply rates suggest either messaging mismatch or weaker urgency in this segment. One qualified opportunity came from the CEO Shopify/Shoper campaign, indicating potential with adjusted positioning.
Key takeaway for CXLABS
Double down on Marketing/FMCG. The approval workflow + compliance messaging resonated with Brand Managers at food and consumer goods companies. This is the segment to scale first.
Vanderbuild validated our PMF in 3 weeks. 4 qualified opportunities, a clear winning segment, and data on where not to invest. Exactly what we needed.
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