The Science of Trust: How Brands Can Build Lasting Customer Loyalty

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The Questions That Drive Trust

  1. Why do we instinctively trust certain people and organizations?
  2. How can brands earn the trust of customers they’ve never met?
  3. And what strategies can they use to turn that trust into lasting loyalty?

These questions captivate me. As a fractional Chief Marketing Officer with a deep passion for neuroscience and psychology, I find the dynamics of trust—especially in today’s digital age—both fascinating and complex.

The Trust Gap: Perception vs. Reality

The trust gap is real. According to  PCW, while 90% of executives believe their customers highly trust their companies, only 30% of consumers agree. That’s a staggering 60-percentage-point gap—a disconnect that highlights how unpredictable and elusive trust can be.

The Personal Nature of Trust

Trust is deeply personal. It’s shaped by a complex mix of internal beliefs and external influences.

Consider Apple’s TV series Franklin. In it, Edward Bancroft betrays Benjamin Franklin, yet Franklin defends their friendship to John Adams, focusing on their shared history and Bancroft’s likability. Despite the betrayal, Franklin values the deeper connection—an example of how trust can transcend logic and be rooted in emotional and instinctual ties.

This hidden layer of trust is what brands need to tap into. It goes beyond product features and benefits, living in the emotional and subconscious spaces where true loyalty is born.

The Three Pillars of Trust

At its core, trust is built at the intersection of:

  • Logic: Demonstrating competence and consistency.
  • Emotion: Building connection and empathy.
  • Instinct: Appealing to intuition and subconscious cues.

Brands that balance these pillars create a trust that feels authentic and lasting.

How Brands Can Build and Activate Trust

In this guide, we’ll dive into:

  • The Psychology of Trust: Why we trust certain people and brands.
  • Neuroscience Insights: How our brains process trust signals.
  • Evolutionary Roots: Understanding trust’s role in human survival.
  • Proven Strategies: How brands can cultivate trust and turn customers into loyal advocates.

👉 Click here to download the guide

A BRAND’S HOLY GRAIL – ebook Virginie Glaenzer

Connect with Virginie Glaenzer to explore how your brand and organization can increase customers’ trust.

 

Reducing Your Risk of Business Failure in 2025

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As we step into 2025, it’s natural to focus on ambitious goals and growth strategies. 

However, my European background and six years as a Fractional CMO have taught me that I serve my clients best through honesty and direct feedback. This year, let’s take a moment to address the hidden risks that could threaten business success.

For leaders, minimizing the chances of failure is just as crucial as pursuing bold visions. 

Here are four key areas to remember and avoid:

Failure to Effectively Communicate the Vision and Mission

Your company’s vision and mission are the guiding stars that should align teams, inspire action, and shape decision-making. Yet, many businesses struggle when these core elements are unclear or not consistently reinforced.

Why it matters: Without a clear and shared understanding of the organization’s purpose, employees lack direction, and stakeholders lose confidence. This misalignment can erode trust, dilute efforts, and stall progress.

Solution: Leaders must communicate the vision and mission consistently and authentically. Integrate these principles into team meetings, strategic plans, and even casual conversations. When everyone—from executives to front-line employees—can articulate your mission, you’ve built a resilient foundation.

Zinier, led by CEO Prateek Chakravarty, a former client, is a Field Service Management SaaS that exemplifies well-defined departmental objectives aligned with the company’s overall goals, thoughtfully integrating insights from both sales and research. I had the opportunity to witness firsthand how they effectively communicate their vision and mission, ensuring clarity and alignment across the organization.

2. Overcrowding with Multiple Decision-Makers

Collaboration is valuable, but when too many decision-makers are involved, the result is confusion and inefficiency. Overcrowded leadership structures can create unclear roles, competing priorities, and slower responses to challenges.

Why it matters: When responsibilities blur, accountability diminishes, and execution falters. Decision-making becomes a bottleneck instead of a catalyst for progress.

Solution: You can simplify and clarify processes by clearly defining roles and responsibilities for decision-making. You should delegate authority when appropriate and ensure everyone understands their specific accountability. With streamlined governance, you’ll enable faster and more effective actions.

While working with another client, LARVOL, a Pharmaceutical SaaS company, I observed their CEO, Bruno Larvol, lead the launch of a new product offering with a strong focus on seamless interdepartmental communication. His approach resembled a growth hacking team, effectively integrating efforts across product, marketing, and data. Moreover, his process clearly defined roles and responsibilities, which enabled the team to take faster and more effective actions.

3. Forcing Employees Back to the Office

For many organizations, the debate around remote work continues. However, mandating a full return to the office without considering employee preferences often signals an inability to trust or delegate.

Don’t let your company fall into the “Coffee Badging” trap!

Why it matters: Forcing employees back can lead to resentment, reduced productivity, and higher turnover. Modern teams thrive on autonomy and flexibility, not rigid controls.

Solution: Instead of rigid mandates, focus on outcomes and empower employees to work in ways that optimize their performance. Build trust through delegation, invest in tools that support hybrid work models, and prioritize results over presenteeism.

4. Not Having an AI Project

AI is no longer a future technology; it’s a present-day necessity. Businesses that fail to adopt and leverage AI risk falling behind competitors who are reaping its benefits in efficiency, personalization, and decision-making.

Why it matters: Ignoring AI leaves businesses vulnerable to inefficiencies and lost opportunities. From automating routine tasks to enhancing customer experiences, AI can be a game-changer.

Solution: Start small. Identify areas where AI can deliver immediate value—streamlining operations, improving customer engagement, or analyzing data. Launching even a modest AI project can position your business as forward-thinking and innovative. 

At TechCXO, we have put a team together to help our clients embrace AI, from an introduction workshop, a team training to full AI organization transformation.

Book a time, and we’ll help you get started.

Looking Ahead

Unlike traditional executives, as Fractional Executives, we avoid drinking the Kool-Aid or playing politics. This unique positioning allows us to address critical risks head-on and share honest insights about customer needs and market opportunities.

2025 doesn’t have to focus solely on lofty goals. You can build a stronger, more resilient business by proactively addressing these critical risks I’ve listed.

Success isn’t just about hitting ambitious targets—it’s about creating the conditions to sustain those successes.

Let this year be about building a lasting legacy—by reducing risk, fortifying your organization against failure, and strengthening the foundation for long-term success.

Subscription Fatigue: How to Evolve Pricing from Product Transactions to Relationships

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Lately, I’ve noticed something interesting during my client engagements: people are getting tired of subscription models. If you’re in the SaaS or media entertainment sector, you might be feeling it too—this growing “subscription fatigue” that’s making customers second-guess that monthly charge.

According to woop, approximately 39% of global subscribers plan to cancel at least one subscription within the next year, citing content issues (54%) and high costs (43%) as primary reasons

As a fractional CMO and CRO, I help organizations rethink their pricing models to address this very issue. The goal? Combat fatigue and rebuild trust with our customers. I’m seeing an exciting new era in pricing, one that’s all about relationships rather than just transactions. Digital transformation and changing customer expectations are pushing us to rethink the old ways.

The Evolution of Pricing Models

Historically, pricing was simple: supply, demand, a little markup, and done. But that world has changed. Today’s market is abundant and open, with digital access and global connectivity totally reshaping how we perceive value.

What was once a simple “cost-plus” transaction has grown into a variety of sophisticated models that respond to different needs, behaviors, and expectations.

For those of you in the C-suite—whether you’re a CEO, CMO, CRO, or VP of Marketing—understanding these shifts is critical for navigating your business through today’s complex market.

In this post, I’ll walk you through some of these modern pricing strategies, share real-world examples, and introduce some unconventional ideas that might just challenge how you think about pricing.

From Cost-Plus to Dynamic Relationships

Traditionally, pricing was straightforward: take the cost of producing a product, add a markup, and sell it. This “cost-plus” approach was reliable for physical products but often missed out on the customer connection—it was purely transactional.

However, as the competitive landscape evolved, more dynamic models started taking over. Think of it like a shift from a simple product purchase (like a limited-time clothing sale) to a relationship-based transaction, where the price can adapt to the customer’s needs, actions, or loyalty.

Two newer approaches embody this evolution:

  • Dynamic and Action-Based Pricing: Leveraging data, companies like Uber and Amazon dynamically adjust their prices based on real-time factors—such as demand surges or inventory levels—to optimize profits and align with customer behavior.
  • Licensing and Royalty Models: Content creators and technology firms, like software providers and entertainment companies, are moving towards royalty-based pricing. Used by companies like Substack, YouTube, Patreon and Apple Music, this model rewards stakeholders continuously, whether it’s for every stream of a song or per use of licensed software.

Tried & True Models Still in Play

Before jumping into the really out-there ideas, let’s review some existing pricing models that have worked well over the past decade.

1. Customer Usage and Value-Oriented Pricing Models

We find these pricing models align cost to answer perceived value, offering flexibility, reducing waste, and tailoring pricing to customer behavior, which fosters stronger relationships.

  • Usage-Based (Pay-As-You-Go) Pricing: Often seen in cloud computing (e.g., Amazon Web Services) and telecommunications, this model ensures customers only pay for what they use, providing flexibility and minimizing waste.
  • Freemium and Paywall Pricing: In the software and media industries, freemium models lure users in with basic free services (e.g., Spotify) while encouraging upgrades. Similarly, paywalls on news sites like The New York Times provide a taste of the content before requiring commitment.
  • Outcome-Based Pricing: Industries like legal services and advertising sometimes base fees on performance or specific outcomes. This results-oriented model aligns incentives for both the client and provider, creating a win-win situation when objectives are met.

2. Segmentation and Differentiation Pricing Models

Not all customers are the same, so why should pricing be? Segmentation pricing helps growing businesses understand customer needs and tailor pricing to capture more market segments and drive growth.

  • Tiered Pricing: SaaS companies, such as Slack or Salesforce, effectively use tiered pricing to cater to different customer segments, ranging from startups to large enterprises, each receiving features tailored to their specific needs.
  • Geographic and Regional Pricing: Netflix adjusts subscription fees across various countries to reflect purchasing power, cost structures, and local competition.
  • Loyalty Pricing: Airlines have mastered loyalty pricing, creating recurring customer engagement through miles programs that encourage repeat bookings and higher lifetime customer value.

3. Product and Service Bundling Models

Bundling can also help companies upsell by encouraging customers to opt for higher-value packages that include additional services or features.

  • Subscription-Based Pricing: Industries like streaming (Netflix) and software (Microsoft Office 365) use subscriptions to ensure predictable revenue while offering ongoing value to consumers. Microsoft relies on licensing agreements for its software offerings, such as Microsoft 365, enabling steady, predictable revenue through a subscription-based approach.
  • Bundling and Unbundling: Telecom companies often bundle internet, TV, and phone services to increase perceived value, while SaaS products might unbundle services to attract new users at a lower entry point.

4. Market Entry and Promotional Pricing

These pricing models can help companies quickly gain market share by offering competitive rates and incentives that attract a large number of customers in a short time.

  • Penetration Pricing: Spotify used low-cost introductory offers to quickly capture a large user base, relying on customers’ later transition to higher-paying plans for revenue growth.
  • Seasonal Pricing: Hotels and airlines use seasonal pricing strategies to adjust rates during holidays or peak travel seasons, optimizing both occupancy and profit margins. Uber employs action-based dynamic pricing to adjust ride costs during peak hours or bad weather, optimizing driver supply and passenger demand.

5. Psychological and Perception-Based Pricing

  • Psychological Pricing: The classic $9.99 vs. $10 psychological trick is alive and well across retail—a small adjustment in price often leads to outsized changes in consumer perception.

Finding New Pricing Ideas

Innovation in pricing is about more than optimizing what’s already there; it’s about creating new connections between cost, value, and trust.

I recently worked with a client in the energy sector, and we considered shifting from a pay-per-use model to a membership-based one, adding extra services to boost customer loyalty.

Let’s look at some bold new ideas for pricing—some are a bit unconventional, but innovation often starts with thinking outside the box.

1. Hybrid Pricing Models

  • Reverse Auctions for Services: Consulting firms could adopt reverse auctions, where service providers bid downwards to win projects, combining competitive pricing with quality assurance.
  • Community Investment Pricing: A model where part of the customer payment goes into a community fund, creating value beyond the product itself.

2. Dynamic Charity Contributions

  • Dynamic Charity Contributions: Fitness equipment companies could allow customers to choose part of their payment for charity, providing a deeper emotional connection.
  • Ad-Based Subsidized Pricing: Clothing retailers could offer discounts for customers who watch ads or share promotions on social media.

3. Behavior-Driven Pricing

  • Health-Driven Dynamic Pricing: Fitness centers could use wearable data to offer discounts for customers achieving health milestones, promoting healthier habits.
  • Behavior-Driven Discounts: Tech companies could reward customers with discounts for helping in product development or sharing feedback.

4. Social and Group Dynamics

  • Group Solidarity Pricing: A digital product where prices decrease as more people purchase, encouraging group buying and social sharing.
  • Time-Based Devaluation Pricing: A model where service prices decrease over time, rewarding those who are willing to wait while incentivizing early adoption.

5. Experience-Based Models

  • Emotional Pay-As-You-Feel: Entertainment venues could allow customers to set their price after the experience, aligning value with personal satisfaction.
  • Pay-Per-Mood Pricing: Aligns pricing with how much perceived value or comfort customers expect at different emotional states. A spa could base its pricing on customer mood—offering discounts to stressed customers while charging premiums to those already relaxed.
  • Karma-Based Pricing: Restaurants or cafes could implement pay-what-you-feel pricing, creating an emotional connection and community-driven value through customer fairness.

Steps to Reevaluate Your Pricing Strategy

If you’re considering shaking things up, here are a few practical steps:

  1. Understand Customer Behavior: Use analytics to figure out when and why customers buy. This might lead to dynamic pricing that fits fluctuating demand.
  2. Segment Your Market: Identify distinct groups and create tiered offerings that cater to different needs—perfect for SaaS and services.
  3. Focus on Relationships, Not Transactions: Moving away from one-off sales to something deeper. Subscriptions, royalties, and loyalty pricing can turn customers into long-term partners.

Final Thoughts

Ultimately, pricing is about trust, loyalty, and creating value—growth follows naturally.

Customers today have endless choices and are driving how they perceive value, making adaptability key. Remember, a brand is all about the experience it offers in the mind of the customer, and pricing should align with their beliefs and desires.

Using tools like AI and analytics, we can offer dynamic subscription pricing based on needs, seasons, or lifestyles. Whether you want to grow your market, sustain growth, or optimize profit, a fresh look at your pricing model might be the answer.

Start by experimenting—look at what’s working in other industries and focus on building relationships, not just transactions. And if you want to dive deeper into innovative pricing models, here are some excellent reads:

TechCXO’s Matt Oess Joins Krach Institute for Tech Diplomacy

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The council’s goal is to accelerate the adoption of trusted technologies while preventing abuse from authoritarian regimes

ATLANTA, NOVEMBER 7, 2024 – TechCXO, a leading provider of on-demand executive talent to fast-growing companies, announced that Partner Matt Oess has been appointed to the Advisory Council of the Krach Institute for Tech Diplomacy at Purdue University. Its mission is to: “Bring together like-minded countries, companies, and civil society to operate by a shared set of trust principles. And, accelerate the innovation and adoption of trusted technologies to defeat one of the greatest global threats to freedom today: the weaponization of technology by authoritarian regimes.”

“As a proud Boilermaker, I’m honored to join this advisory council. The esteemed council members come from large, well-known global enterprises, institutes, and agencies. TechCXO’s participation and perspective are unique as we work with early-stage companies on the cutting edge of development in AI, Machine Learning, 5G/6G, cloud computing, and biotech,” Oess said. “I hope to help create a bridge between ground-level startups and influential decision-makers to ensure technology advances freedom.”

Download Full Press Release

 

Essential Tech Due Diligence Skills: Reasons to Avoid the ‘We’ve Got a Guy’ Shortcut

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When it comes to technical due diligence, some investors opt for big-name firms, investing significant resources to ensure thorough tech evaluations for their deals. On the other end of the spectrum, some skip tech diligence altogether or rely on “a guy” in their network to handle this crucial task—often a portfolio company CTO or a connection who can manage it “on the side.” While this approach may have sufficed in the past when technology was simpler, today’s rapidly evolving and complex tech landscape demands much more. Effective technical due diligence now requires specialized expertise, diverse skill sets, and a high level of emotional and business intelligence. It’s unrealistic to expect that “a guy” can meet all these critical needs and mitigate the associated risks.

Breadth of skillsets

The level of technical complexity in modern applications is increasing exponentially. The days when a single resource could effectively assess and identify risks across all technical aspects of a business are gone. Think of 50 years ago when a good MD was all you needed as opposed to the myriad of specialists required today. Different technologies and development frameworks require specialized skills that are unrealistic for one person to possess. Similarly, technical due diligence now almost always includes Security diligence, and increasingly, we are seeing it expanded to include Product diligence. With these additional elements, you are certain to outstretch the capabilities of any single person. For a deeper dive into the process, the full scope of what’s involved, and checklists that highlight just how many factors need to be considered, our Benefits, Process, & How-To Checklist blog post lays out the complexity in stark detail.

The importance of emotional intelligence

Another fallacy of the “we’ve got a guy” approach is that because someone is technical and understands code, they can perform this diligence. There is far more to conducting great tech diligence than just the technical part of digging into source code and evaluating architecture. Knowing the right questions to ask and, more importantly, knowing HOW to ask the questions makes a major difference in the quality of the diligence. Building trust with the team from the target company is essential. Tech leaders in target companies are commonly resistant to the process. This is understandable as the diligence process has the potential to put them and the application they have built in a negative light. As such, very guarded answers can be provided, making quality diligence impossible. So, excellent emotional intelligence is required to break through that resistance and get the transparency and cooperation needed to identify risk successfully.

Just pulling in a resource from your network to perform tech diligence increases the odds of ending up with someone who does not possess the critical emotional intelligence to elicit the most transparency from a target team.

The importance of business intelligence

Another critical aspect of effective Technical Due Diligence is the ability to discern which technical issues are relevant to the deal. Furthermore, explaining those technical problems in clear, non-technical business terms is essential. Both of these considerations highlight the importance of having a technical due diligence partner with not only great technical skills but strong business skills as well. This is a rare mix in the technology world. Using “a guy” who is not deeply experienced in tech diligence introduces the unnecessary risk that the diligence may raise issues that are not critical to the deal. Or even worse, it doesn’t raise issues because they are not technically critical but happen to be very important to the deal from a business perspective.

An experienced diligence resource would know the difference and could save a lot of time and risk by highlighting the issues that might otherwise be missed.

Helping after the close

In many cases, meaningful issues identified in technical due diligence must be remediated after closing. The new portfolio company often doesn’t have the expertise or bandwidth to address these issues on its own. An important consideration in selecting a technical diligence partner is to choose one with the breadth of expertise and the capacity to help remediate all problem areas identified post-close. It is rarely the case that “a guy” has either.

Summary

In summary, technical due diligence requires specialized skills beyond just the capabilities of the particular field. Investors intuitively appreciate that distinction for areas they are familiar with, such as sales, finance, and marketing. However, technical expertise is typically more of a blind spot for this group, so the assumption is pervasive that anyone technical can do tech diligence. Performing tech diligence with a resource who does not possess the variety of skills outlined here introduces a real risk that issues material to the deal may not be brought to light until after the close. They may be a “friend of the firm” and may have even been a great CTO for a prior or current portfolio company. However, great technical skills do not equate to great technical diligence skills, and assuming they do can lead to oversights and misjudgments that introduce risk. To ensure a thorough and accurate evaluation, ultimately safeguarding the investment and moving the deal forward with confidence, it is important to engage professionals with a proven track record in technical due diligence.

You very well may “have a guy” that you like, but a team— with skills, expertise, and experience in technical diligence— is the best way to ensure you uncover the risks that could impact the deal.

For more information on TechCXO’s Technical Diligence services, please visit https://www.techcxo.com/technical-due-diligence/

Technical Due Diligence: Benefits, Process, & How-to Checklist

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When investors are considering acquiring a company, they often say, “We bet on the founders.” This sentiment becomes a rationale for skipping technical due diligence — an in-depth assessment of the target company’s technology strategy, assets, systems, security, and processes to identify potential risks, weaknesses, and opportunities.

Instead, their approach is rooted in faith in the leadership’s track record, implying that a strong team guarantees a well-built, secure, and scalable product—a seemingly logical approach. While this perspective was perhaps reasonable ten years ago, the dynamic shifts in technology and cyber-security and the technical sophistication of all the stakeholders involved in deals today highlight the need for a more disciplined approach to technical due diligence.

What’s Changed?

The technological landscape is no longer what it was ten years ago; it’s changing at an unprecedented pace, supercharged by near-daily advancements in areas like artificial intelligence. These changes aren’t just technical—they reshape entire industries, altering the stakes for investors and companies alike. This heightened pace of innovation demands a deeper understanding of a company’s technical infrastructure and leadership, not just to assess its current state but to identify opportunities for the company to uniquely position itself in the market through technology.

Moreover, cybersecurity has transformed from a niche concern into a central element of investment decisions. What used to be important only in sectors dealing with payments, healthcare, or sensitive personal information (PHI/PII) is now crucial across all industries. Technically sophisticated investors increasingly prioritize security measures to safeguard their investments, often making cyber insurance a prerequisite – something that is impossible if the company doesn’t at least have the basic security measures in place. This highlights the need for intelligent and comprehensive identification and addressing of all technology risks at the start of any deal.

Uncovering Critical Issues

Another common excuse, particularly in M&A, is the belief that “we will figure it out” after the deal closes. However, without rigorous tech diligence, there’s a risk of overlooking critical issues that could significantly impact the success of the deal and can lead to significant financial losses or even failure to scale as expected post-close. While some may attempt to save costs by skipping this step or relying on internal technical resources, proper tech diligence requires objectivity, expertise, and experience. Through hundreds of projects, we’ve identified core architectural issues and lax security measures that can pose substantial risks and outsize costs to the business, even in companies with strong leadership. We know what issues to look for, where to find them, and how to analyze and clarify them for all stakeholders involved.

The Overlooked Benefit: Technical Roadmap

Tech diligence should be viewed as more than just a checkbox item. This thinking misses out on one of the major benefits of tech diligence—creating a technical roadmap to success post-close. This process facilitates “forced introspection,” allowing the business to get an objective assessment of its technical strengths and weaknesses. This almost certainly wouldn’t happen without the forcing function of an imminent potential transaction.

Often, we uncover hidden and unexpected opportunities for improvement that can enhance scalability and security for investors. Moreover, the specific recommendations from tech diligence provide a framework for holding the technology team accountable and driving meaningful progress. These are invaluable resources for stakeholders and are best identified during the technical due diligence phase.

Keys for Conducting a Successful Technical Due Diligence

Several factors impact the effectiveness of technical due diligence that are commonly left to chance.

Areas to include

While each deal is different, multiple areas within the target company’s product development and technology functions should be considered for inclusion in the project. Not all of these will be appropriate for every deal, depending on the company’s stage, product offerings involved, and any previously completed diligence efforts. However, each should be considered and only excluded when there is a clear reason to do so.

  • Product – Is the Product complete? Is the roadmap well-defined, and does the go-to-market strategy make sense? What does the competitive landscape look like?l
  • Architecture—Is the application built securely? Is it maintainable? Is it scalable? Will a major additional investment be required in the near future to enable it to support the planned sales goals?
  • Deployment—Is the hosting environment (e.g., AWS, Azure, etc.…) both secure and scalable? Are there opportunities to significantly reduce hosting costs?
  • Team – Can the current team support the business in achieving the projected growth? Are there key missing roles, and can the leader lead the team to the next level?
  • Process – Are there solid product development and support processes in place that will facilitate growth and a consistently high level of quality in the application?
  • IT—Is the business’s IT infrastructure adequate for its current state, and where it needs to scale? Are employees able to work effectively, and is business continuity properly considered?
  • Security—Does the business have solid security policies and practices in place? Do they have the proper compliance (e.g., HIPAA, SOC2, HITRUST, etc..…) for their industry?

When to Perform It

Technical Due Diligence is typically performed toward the end of the overall diligence effort. This is understandable, given the many other reasons a deal might not work out and the desire not to spend the money or effort here until there is reasonable certainty that the deal will go through. However, a few things can be done earlier in the overall diligence process to help ensure more effective technical due diligence.

First, set the expectation that access to the source code will be required if a software application (either SaaS or tech-enabled service) is to be assessed. It is common for the leadership of the target company to either have concerns about sharing access to source code or try to avoid it because of concerns about what might be found. When these concerns come out towards the end of diligence when technical due diligence begins, there is seldom the appetite for the acquirer/investor to push for it in fear of derailing or slowing down a deal at this late stage. The result is less thorough tech diligence and an increased chance of serious issues hidden in the code that won’t be discovered. Setting the expectation early that source code access will be required will help to avoid this late-stage reluctance to push for it.

Secondly, the expectation of who will be required to participate should be set. Frequently, when technical due diligence starts, it is discovered that the technical resources needed are unaware of the transaction and cannot be included, resulting in a less-than-optimal assessment. In some cases, this will be unavoidable; however, setting expectations early in the diligence process that technical participation will be needed can give the business a chance to consider including the necessary people.

Finally, a good amount of information needs to be collected before technical due diligence to facilitate the process (see our Technical Due Diligence Checklist). While it doesn’t make sense to have the technical team start on that too early for the reasons mentioned above, beginning the process a week or two ahead of the start of technical due diligence is helpful. This gives the target company time to gather the necessary information, allowing the diligence team to hit the ground running!

Execution of the Process

Multiple steps should be understood and followed with each deal to ensure a proper technical due diligence effort. They are as follows:

  1. Investor Kickoff – The technical due diligence partner must have a solid understanding of the business you are looking to invest in and your goals for the company after closing. The technical requirements and skill sets needed for a business to grow 10x and launch multiple complementary products are very different from those of a company where the product is very mature, and there is no need to do major things with it. The scope of the project is also discussed here so the diligence provider knows what areas to focus on and any special considerations to take into account, such as specific concerns to look into or areas that may not require as much focus as others,
  2. Information Collection – Gathering any information the company has documented related to the roadmap, process, team structure, architecture standards, security policies, etc… is very helpful in getting a full picture of where things stand ahead of direct meetings with the team. Getting this information to the diligence team up front goes a long way towards reducing the time required for the product development team to meet with the diligence team. (See the link above for a comprehensive checklist of questions and material to request.)
  3. Company Kickoff – A kickoff call among the Investors, Tech Due Diligence team, and key Product/Technical leaders in the target company is crucial in getting everyone aligned on the technical due diligence process and their roles and addressing any team questions. As part of this meeting, the tech diligence provider will establish key contact points for the various workstreams, get key follow-up meetings lined up, and provide an overview of the process.
  4. Function-Specific and Individual Meetings – Following the Company Kickoff, several “function-specific” meetings (e.g., Product, Architecture, Team, Process, Security, etc.…) are typically scheduled. In some instances, when deeper insights are needed around the team and leadership, multiple individual contributor meetings will likely be held.
  5. Assessment – Equipped with all the information provided and notes captured from the meetings above, the team can now dig in to do their actual assessment. This includes reviewing documents, reviewing notes, digging into the source code, looking through the team’s project management tools, inspecting their cloud hosting environments, etc….
  6. Report Compilation – The technical due diligence team will write up their findings and recommendations in a report using the insights gained above. This must include both the technical detail the team will need to remediate issues found but also a clear and easy-to-understand “snapshot” for the investor outlining where things stand, what issues they need to pay attention to, and whether there is an excessive risk to the deal based on the findings.
  7. Stakeholder Review – The technical due diligence team will walk the investors and other stakeholders through the report, outlining the important things the investor needs to know, why they are important, and what the company needs to do to rectify each issue.
  8. Action Plan Review With The Company – A technical due diligence effort and resulting findings should not just be used as a go/no go decision point for investment. For most deals, many other issues are identified that don’t raise up to the level of interest for what the investor is looking for. Having the provider walk the company through the findings leverages the effort spent on technical due diligence to help update the company’s technical roadmap. This process can highlight valuable recommendations that may not have previously been on their radar.

Selecting the Right Technical Due Diligence Partner

The final step to ensure a successful Technical Due Diligence project is to select the right partner – there are several considerations here:

Using an individual versus a firm specializing in technical due diligence – while it is common to use an individual who is either part of the firm or a friend of the firm (possibly a CTO from another portfolio company), this approach is limiting. Looking across the scope of what should be covered (see above), one person can’t have the requisite expertise across all those areas to be fully effective. Furthermore, effective technical due diligence is just as much an art as a science, requiring emotional and business skills that go beyond the capabilities of many technical professionals. Using resources not experienced in tech diligence will limit the value obtained in the effort.

Capacity and Bandwidth—It is important to work with a provider who can take projects on quickly, complete them quickly, and have expert resources across all the areas mentioned above, including multiple architect resources with expertise across a wide variety of common tech stacks.

Clear and Actionable Report—Spotting technical issues is not the hard part of tech diligence. The best providers stand out by having the discernment to understand which issues are important to the deal and being able to present those clearly and concisely to non-technical stakeholders. Ask to see examples of previous reports.

Ongoing Support—While it is good to be aware of the key technical issues identified in diligence, it is common for the company not to have the expertise or bandwidth to remediate those issues. Work with a partner who can provide expert, ongoing fractional support (CPO, CTO, and/or CISO) and be available to jump in to help clean things up after the close.

Conclusion

In today’s tech-driven landscape, technology due diligence is indispensable in any investment or acquisition scenario. Betting solely on founders or assuming any technical issues can be figured out post-close is no longer viable. With stakeholders’ increasing technical sophistication, informed decision-making pre-close and strategic planning post-close are imperative. Embracing tech diligence is not just about mitigating risks but maximizing the potential for long-term success.

For more information on TechCXO’s technical due diligence services, visit https://www.techcxo.com/technical-due-diligence/ or contact me at greg.smith@techcxo.com.

FAQs

Q: What is technical due diligence?

A: Technical Due Diligence is the evaluation of the technical aspects of a business, typically within the context of an acquisition or an investment. These technical aspects include product viability, application architecture, cloud infrastructure, product and technology teams and processes, IT infrastructure, and security posture. Outside experts in the areas outlined perform an audit to compare the target company’s people, process, and technology against industry best practices, seeking to identify any risks stakeholders need to be aware of before proceeding with a transaction.

Q: What are the benefits of technical due diligence?

A: The benefits of technical due diligence include visibility into a company’s technical risks that can negatively impact scalability and/or require significant unplanned additional investment to remedy. In addition, proper technical due diligence will leave the target company with a technical roadmap outlining the items that must be addressed to ensure scalability and continued customer retention.

Q: How much does due diligence cost?

A: The cost of technical due diligence can vary very widely depending on the scope of the assessment, the size of the target company, and the number and size of the applications the company has developed. As a high-level guideline, below are estimates for the various stages of investment:

Seed: $10k – $15k

Early: $20k – $35k

Growth: $40k – $55k

Mezzanine: $60k – $80k+

Q: How long does technical due diligence take?

A: The duration of a technical due diligence project depends on several factors, including the scope of the assessment, the size of the target company, the responsiveness of the company, and the number and size of the applications the company has developed. As a general guideline, below are the typical durations for the various stages of investment:

Seed: 2-3 weeks

Early: 2-3 weeks

Growth: 3-4 weeks

Mezzanine: 4-6+ weeks

Q: Is technical due diligence required?

A: As the pace of technical advancements increases and business reliance on technology increases, ensuring that a business’s technical capabilities are in good shape is required. It is critical to understand any inherent technology risks and to get a clear picture of any significant unplanned costs that would only come to light when the business tries to scale. Additionally, unlike five years ago, cybersecurity is now a significant consideration in technical due diligence for all types of businesses, not just product development companies. Skipping technical due diligence significantly increases the risk profile of potential investments.

Q: Can I use a technical person I know (perhaps a CTO from one of our portfolio companies) to perform technical due diligence?

A: You can; however, there are several reasons this will limit the value that you receive from the technical due diligence. First of all, the breadth of the technology landscape is expansive (and growing) – to think one person can adequately cover the different aspects of tech diligence and the multitude of tech stacks is unrealistic. Secondly, quality technical due diligence is something that only some technical people can do well since there is just as much art to it as science. Finally, an individual will not likely have a structured report that contains not just the technical details but also the discernment from an investment perspective of what the investor needs to pay attention to. For a more in-depth discussion on this topic, see the article ‘Why ‘We’ve Got a Guy’ Falls Short in Today’s Complex Technical Due Diligence.’

Q: Why can’t we just “bet on the leadership team”?

A: Some firms don’t perform technical due diligence as they are betting on the leadership team. The logic is that if the leadership team is strong and there is a product with happy customers, then any technical issues that come to light later can be figured out. The problem with this logic is that it is very common for companies to have an application in the field that is working well from a customer’s perspective but will not scale, requiring significant additional investment down the road. Similarly, there could be a tech leader in place who presents well, but when you dig in, is really not the right person to take the team to the next level. Having an objective and expert assessment removes the gaps that are left when you just “bet on the leadership team.”

TechCXO Returns to Inc 5000 List

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TechCXO, the pioneer of on-demand executive leadership services, returns to the Inc. 5000 list of Fastest Growing Private Companies. The company has been on the list for 15 of the last 16 years.

ATLANTA, AUGUST 28, 2024 – In an outstanding affirmation of its enduring excellence and growth, TechCXO, the pioneer in providing on-demand executive leadership, proudly announced its return to the Inc. 5000 list of America’s fastest-growing private companies for 2024. TechCXO’s consistent presence on the Inc. 5000 list for 15 out of the last 16 years is a testament to its unwavering commitment to empowering clients and fueling their growth. The firm appears on other Inc. lists: #199 in Georgia, #500 in Business Products & Services, and #187 in Atlanta.

TechCXO was founded in 2003 on the premise that companies can benefit from having the best executive talent available to serve as their CFOs, CTOs, CSOs, CMOs, CROs, COOs, CHROs and other executives on a fractional, part-time, or project basis. Companies might not otherwise be able to access the talent and experience level of a TechCXO partner and teams due to cost or availability.

Kent Elmer, Managing Partner of TechCXO, expressed his enthusiasm for the company’s latest accomplishment, “Being recognized once again on the Inc. 5000 list is a testament to the hard work and dedication of our team to excellent client service. Over the past 20 years, we’ve been committed to changing the game in fractional executive leadership, and our repeated inclusion in the Inc. 5000 underscores our success in this arena.”

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