Asking the right questions

There’s a quote I keep going back to—something Joseph Tussman, a Berkeley professor, said decades ago:  

“The world will do most of the work for you, provided you cooperate with it by identifying how it really works and aligning with those realities.” 

That’s become the theme of the past few months at Tapistro. The best GTM plays we’ve seen haven’t come from pushing harder. They came from noticing something small—and asking the right follow-up questions. 

A few recent examples:

In a discussion with a SaaS marketing lead, a question popped - “How do we find who is hiring for SDRs?”. Basically, a qualified hiring query. Their team took as an input and ran queries to align these in-motion accounts with their ICP. What emerged wasn’t a static list, but a dynamic GTM sequence—rooted in reality.

Next, a tech sales leader asked, “How can we go beyond revenue numbers to prioritize our accounts”. Here the idea was what else we can leverage to qualify accounts. They ran the Tap AI engine, mapped operational data, pulled together public listings, scoured partner networks, and figured out the regional presence data. Yes, the output wasn’t perfect, but it made their outreach far more grounded. 

An IT services VP added a layer: “How do we figure out who is building a team around a specific tool.” Implying it wasn’t enough to figure out who is hiring, but also what technologies are they using. By combining technographics with active hiring for DevOps, engineering, and support roles, Tapistro helped them focus on those building investing in key technologies right now.

Lastly, we got this - “What if a role hasn’t been filled up for 2 months?” This was an open-ended question. Yet here we tracked open roles, tenure gaps, and ICP alignment to surface accounts where something wasn’t working—and where outreach could offer them something to solve it.

Case Study:

At Itilite, we had the opportunity to analyze and combine many of these signals. Signals like page visits, employee size, job titles, and more from multiple channels helped prioritize leads. At the same time, Tapistro’s AI agents helped Itilite surface niche, often overlooked segments for targeted outreach. The result - a commendable 20% increase in meetings booked! All achieved with a grand team of one.

Some common signals we’re seeing across industries 

• SaaS → competitive tech users, buying intent and reviews, website visitors

• Services → Legacy tech stack identification, hiring signals, stacked tool usage 

• Manufacturing → Deep account research for ICP checks, import/export data, regional hiring

• Real Estate/Hospitality → Properties under management, location clusters for outreach

So, we’re not chasing louder signals - we’re tuning into truer ones, noticing the right inflection points, asking better questions, and aligning with what’s already moving beneath the surface.

Because the world will do most of the work — if you just ask the right question!