Sharper story. Aligned team.
More reps at quota.
Research-backed diagnostics, strategy, coaching and media for HR and Work Tech companies competing against bigger players for enterprise buyers.
Start your free Level 1 Diagnostic16 questions. About 5 minutes. Instant results.
Ready for the expert view? Get the Level 2 Diagnostic →
THE PROBLEM
More leads won't fix this.
When growth stalls, the instinct is to fill the top of the funnel. But more leads outside your ideal customer profile only lowers your win rate. The real gaps are elsewhere: a story that doesn’t land with skeptical HR buyers, leaders and resources that aren’t lined up behind it, reps who can’t carry it into deals, and a market that can’t find you when buyers go looking on their own.
of AEs hit their annual quota in 2026, down from 51% in 2024.
The Bridge Group, 2026
of B2B buyers would prefer to buy without a sales rep.
Gartner, March 2026
YouTube is now the most-cited source in Google’s AI answers.
Surfer SEO data, 2026
Buyers research on their own, often through AI. What they find has to make your case before a rep ever does.
WHAT WE ACCESS
Four dimensions that decide whether your GTM works
GTM Strategy
Are you targeting the right buyers, with a story they believe, against the competitors you actually face?
Alignment & Resources
Are your leaders telling the same story, and do your sales team and managers have what they need to deliver it?
AE Capability
Do your reps run strong discovery and move deals forward, or do a few top performers carry everyone else?
Market Visibility & Authority
When buyers, and the AI tools they ask, look into your category, do they find you, and do they trust what they find?
DIAGNOSIS BEFORE PRESCRIPTION
Prescription without diagnosis is malpractice.
Self-Assessment
Time: About 5 minutes
Who does it: You, and ideally your sales leaders and a few AEs
What you get: A score for each of the four dimensions, a comparison with 2026 benchmarks, and actions you can take this week
Next step: An optional, free 30-minute Results Review with our team
Free
Start Level 1WHY US
Research First.People always.
Grounded in research
We are creators and curators of timely, relevant and actionable research. We draw on The Future of Work Project, RedThread Research and Lighthouse Research to show you what your buyers are actually facing.
Built from inside your buyer's world
We've spent decades in HR technology, people analytics and workforce transformation, including on the buying side. We know how CHROs and their teams evaluate, and why they say no.
We don't just advise on your story. We help tell it
Through Al Adamsen's podcast, video interviews and writing, we put your story in front of the HR leaders you're trying to reach.
AI is the floor, not the fix
We use conversation intelligence and AI tools to find patterns. Humans change behavior.
How we help after Level 2
GTM Strategy Refinement
Know exactly who you're selling to, what they care about, and what to say.
Buyer persona and buying-committee research (CHRO, CFO, IT, People Analytics)
Strategic narrative: why this, why now, why you
ICP and segment priorities where you have the highest right to win
Discovery questions, talk tracks and objection handling
Competitive positioning against larger incumbents
Workshops & Offsites
Get your CEO, marketing and sales leaders telling the same story and owning the same plan.
Focused workshops for a single decision or team, or full leadership offsites
Pre-work interviews so the room starts from what you've already done
A curated market briefing from our research network
Clear decisions, owners and a 30/60/90-day plan, with follow-up
AE Coaching & Sales Empowerment
Close the gap between your top reps and everyone else.
A curriculum built from what your own top performers do
Team sessions plus six 1:1 coaching sessions per AE
A manager track so the habits stick
Works with Gong, Chorus, Clari and the AI tools you already use
Led by: a former CRO and VP of Sales with 15+ years leading B2B SaaS teams, including in HR Tech.
Media & Market Visibility
Be found, and trusted, where HR buyers and AI tools look.
Podcast episodes and sit-down interviews with your leaders
Product launch videos
Customer success story interviews, in your customers' own words
Reporter-on-the-street interviews at major HR and Work Tech events
Short clips built for LinkedIn and YouTube
Hosted by: Al Adamsen, reaching 21,000+ followers of Adaptive Futures on LinkedIn, 20,000+ followers of Al on LinkedIn, and about 5,000 newsletter subscribers.
* Media is produced in partnership and labeled as such. You don't script it, which is why buyers trust it.
Need something else, like ongoing advisory or fractional GTM leadership? We'll tailor it.
HOW IT WORKS
From first score to measurable results
1
Level 1 Diagnostic
Five minutes, free, with instant results.
2
Results Review
A free 30-minute conversation about what your scores mean.
3
Level 2 Diagnostic
A flat-fee expert assessment of all four dimensions, with a readout and prioritized plan.
4
Engagement
If you want help, we scope it to your team and goals.
5
Measure
We track win rate, sales cycle, quota attainment and visibility, and adjust.
Results and reach
of AEs surpassed quota in one year
(data SaaS, $10–25M ARR)
ARR over six years
(HR Tech SaaS)
mid-market win rate in one year
(cybersecurity software)
LinkedIn followers and newsletter subscribers across Adaptive Futures and Al Adamsen
HR Tech SaaS: ARR over six years
We had a good product and a story that changed depending on who told it. Within a year, our team was saying the same thing in every deal, and our reps were closing more of them. They worked with us instead of around us.
CEO
HR Tech SaaS company
We expected a polished promo. Instead, we got a real conversation we didn’t have to script. HR leaders started mentioning it on calls, and it opened doors that our outbound never did.
Name - Title
featured on the Adaptive Futures podcast
RESEARCH PARTNERS
Frequently Asked Questions
What's the difference between Level 1 and Level 2?
Why is Level 2 a flat fee?
Is the $10,000 credited if we continue?
Can we work with you on media without the diagnostic?
Do we get to script the interviews?
Is the Results Review a sales call?
Our CRO already coaches. Isn't this redundant?
Find out where your GTM is leaking revenue.
Five minutes. Sixteen questions. A clear picture of where to focus first.