Consideration · Vertical Research
Orion SaaS
Vertical go-to-market intelligence for 3 target industries
3 verticals
n = 800 · Industry buyers
Director+ level
Executive summary
Orion's horizontal positioning works — but it's leaving pipeline on the table. This study interviewed 800 buyers across three target verticals to map industry-specific pain points, buying processes, and messaging requirements. The findings reveal that each vertical has distinct gate-keeping criteria that must be addressed before product features become relevant.
Manufacturing shows the highest win rate (41%) and shortest sales cycle, making it the recommended first vertical play. Healthcare requires the most investment (HIPAA-native positioning, BAA readiness) but offers the largest average deal size. Financial Services has the longest cycle but highest revenue potential per account.
Healthcare
n = 300Win Rate
32%
Avg Deal
$185K
Key Message
HIPAA-native — not HIPAA-compatible
#1 pain point
HIPAA compliance and data residency requirements eliminate 60% of vendors from consideration before features are even evaluated.
Buying process
Committee-driven (IT, Compliance, Clinical) with 6–9 month cycles. Compliance veto power is absolute.
"If you can't show me a BAA on the first call, we're done. I don't care how good the product is."
— CIO, Regional Health System, 4,000 employees
Financial Services
n = 280Win Rate
28%
Avg Deal
$320K
Key Message
Audit-ready from day one — no configuration required
#1 pain point
Audit trail completeness and SOC 2 Type II are table stakes. Buyers are evaluating deployment flexibility (on-prem option) and data encryption at rest.
Buying process
Procurement-heavy with 9–12 month cycles. Security review adds 3–4 months. Vendor consolidation pressure from CFO.
"We have a 47-item security questionnaire. Most vendors fail by item 12. The ones who pass fast get our attention."
— VP Technology, Asset Management, 2,000 employees
Manufacturing
n = 220Win Rate
41%
Avg Deal
$140K
Key Message
Connects to your factory floor — SAP, Oracle, Siemens out of the box
#1 pain point
Legacy system integration (ERP, MES, PLM) is the #1 barrier. Buyers need proof of integration before they'll entertain a demo.
Buying process
Plant manager + IT co-decision. 4–6 month cycles. Pilot programs are expected before enterprise rollout.
"I need this to talk to SAP. If it can't, everything else is irrelevant. Show me the integration working on a live system."
— Director of Operations, Automotive Parts, 3,500 employees
Methodology
Sample
800 Director+ buyers across Healthcare (300), Financial Services (280), and Manufacturing (220) who have evaluated or purchased enterprise SaaS in the past 18 months. Recruited to match Orion's ICP per vertical.
Approach
15-minute AI-moderated depth interviews per vertical with industry-specific guides. Quantitative measurement (win rate tracking, deal-size benchmarks, cycle-time analysis, messaging resonance scoring) combined with qualitative exploration (open-ended probes on pain points, vendor selection criteria, buying committee dynamics, and gate-keeping requirements). Each interview produces structured data and verbatim transcripts.
Go vertical with confidence
Gather delivers vertical intelligence in 1–2 weeks per industry. Speak every vertical's language — with proof.
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