B2B software and SaaS companies often encounter inflection points where the cost of a wrong decision can be measured in years and millions of dollars. C Squared E Advisory helps you determine where to focus, how to win, and which strategic moves to make next—combining firsthand market evidence with experienced judgment, working alongside your team to move from insight to execution.
Growth opportunities often come with incomplete market information, internal disagreement, and substantial financial risk. Leadership teams choose C Squared E to bring clarity and evidence to the choices that matter most.
Which markets deserve our focus and investment? Which customer segments offer the greatest potential? Where should we place our next product or growth bets?
What truly differentiates us—and does it matter to customers? Why are we winning and losing customers? Are we making the right go-to-market investments, in the right sequence?
Should we build, acquire, or partner for the next capability? Is this acquisition target worth the price and risk? Which moves will strengthen our competitive position?
What capabilities must our team build to execute the strategy? When and to whom should we consider a capital or exit event? What needs to happen now to prepare the business for its next stage?
Your most consequential growth questions rarely fit neatly within a single discipline. C Squared E brings together direct market evidence, practical strategy, hands-on execution support, and experienced judgment to help you choose the right path and carry it forward with confidence.
Understand your markets, customers, competitors, and growth opportunities through bespoke primary and secondary research—giving you the evidence needed to make consequential decisions, including where AI-enabled capabilities can create meaningful customer value.
Build and execute a focused go-to-market strategy—from ICP definition and segment prioritization to positioning, pricing, investment sequencing, and the commercialization of AI-enabled products.
Evaluate and pursue the right strategic transactions through acquisition target identification, strategic and commercial fit assessment, commercial due diligence, and exit preparation grounded in direct market and customer intelligence.
Strengthen your go-to-market organization by assessing team capabilities, clarifying roles, aligning priorities, and identifying where AI can improve performance—using surveys and workshops informed by the Pragmatic Institute™ framework.
Across these capabilities, C Squared E helps software companies determine where AI can create customer value, strengthen differentiation, improve go-to-market productivity, and inform product positioning and pricing.
Explore CapabilitiesClients turn to C Squared E when the stakes are high and the path forward is not obvious. These selected engagements show how direct market evidence, practical strategy, and hands-on support have helped software leaders reduce risk, sharpen priorities, and turn important decisions into action.
$60 million healthcare IT business
Leadership needed to determine whether weak sales reflected a flawed product, an immature market, or a lack of focus. C Squared E conducted primary and secondary research to identify the strongest opportunities and clarify where additional investment was warranted. C Squared E then worked alongside the client over three years to strengthen product strategy, positioning, sales enablement, marketing planning, and go-to-market execution.
$80 million computer peripherals company
Facing sustained declines in its core market, the company pursued both organic and acquisition-led transformation. C Squared E developed the market strategy, positioning, pricing, and business plan for a new cloud offering while also managing acquisition activities, due diligence, valuation, and synergy planning.
Global supply chain management software company
The company wanted to identify where AI could solve meaningful problems in warehouse management and merit product investment. C Squared E conducted in-depth customer interviews and a market survey, then translated the findings into a business plan and roadmap for new AI-enabled products.
High-stakes decisions require both rigorous evidence and the judgment to interpret what it means for your business. C Squared E works directly with you throughout the engagement, bringing an experienced perspective, practical guidance, and hands-on support from analysis through execution.
You work directly with Chad throughout the engagement—from defining the questions and gathering evidence to shaping recommendations and supporting execution.
C Squared E connects market, customer, product, go-to-market, financial, and M&A considerations so recommendations reflect the full business context.
Research is designed around the decision you need to make, then translated into clear priorities, practical plans, and support for carrying them forward.
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Chad brings three decades of experience spanning software development, product strategy, go-to-market leadership, corporate finance, and M&A. Before founding C Squared E Advisory in 2008, he held consulting and software strategy roles at Accenture and 3M. Clients work directly with Chad throughout each engagement, drawing on the perspective developed across more than 100 assignments for over 50 technology companies.
Supply chain and logistics
Healthcare
Transportation
Marketing
Finance / Accounting
Human capital management
E-Commerce
Whether you are evaluating a new market, refining your go-to-market approach, pursuing an acquisition, or determining where AI can create value, C Squared E can help you clarify the choices and identify the right next steps. Start with a conversation about the decision in front of you.
