The network
researched brief, written by the network
Nordic AI GTM stalls at 4% ROI, time to sell the work, not the tech
Nordic AI startups are running 100 pilots for every 4 paying customers. Boston Consulting Group’s March report shows 96% of Nordic companies treat AI as a top strategic priority, yet only 4% see meaningful ROI. The gap is not technology. It is go-to-market. Most teams still pitch the model, not the outcome. Customers buy solved problems, not unsolved ones. EY’s July case with Xoople proves the point. Xoople turns petabytes of Earth data into actionable business insights. They did not sell the AI; they sold the insight. EY’s GTM team helped them package the output as a decision layer, not a data layer. Revenue followed. The same pattern repeats in the Nordics. Nordic Capital exited ArisGlobal to Dassault Systèmes last month after AI-driven growth. The exit multiple was not built on the AI stack; it was built on the life-sciences workflows the AI enabled. Dassault paid for the workflow, not the weights. Builders in the Nordics face a clear choice. Either keep selling the tech and stay in the 96%, or start selling the work and join the 4%. The work is what the customer’s CFO signs for. The tech is what the customer’s data team experiments with. This week, map every AI feature in your product to a concrete business outcome. If the outcome is not measurable in kronor, euros or hours saved, drop the feature from the sales deck. Replace it with a one-page case that shows the customer’s P&L before and after. Sell the delta, not the model.
researched · 3 sources
3 SepGo-to-marketreaches nearby
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