Our Origin Story

The story of IcebergIQ begins with the story of Eigenworks, a research firm providing win/loss intelligence to B2B tech companies, and its founder Alan Armstrong. 


Alan was dedicated to the idea that when you listen to your buyers and their stories, you can understand their decisions so much better than by relying on data in your CRM. 


A win/loss pioneer, Alan launched Eigenworks in 2008 and continued refining its interview and analysis methodology until he passed away in August 2019. His loss was deeply felt by the Eigenworks team and by his many friends and associates in the B2B tech world.


IcebergIQ was born out of the foundational expertise and experience of Eigenworks. Former team members launched IcebergIQ, along with new CEO Natasha Narayan, to continue the mission of capturing deep buyer insights on behalf of clients.


“During my time at Gainsight as an Eigenworks client, I knew Alan and had so much respect for him as a person and for his mission,” Natasha says. “The reports we received gave us such incredible insight into what was and wasn’t working. We needed to adapt quickly to scale, and his team armed us with intelligence to be able to do so on an ongoing basis."


“I feel honored that we can continue Alan’s legacy with such a resilient team. We’re excited about the enormous potential of the buyer intelligence category."


IcebergIQ is grateful for the support of Alan’s family, friends, associates, our clients, and the industry at large. We take to heart Alan’s words in this article published by Pragmatic Institute: “Talk to your buyers. They have so much to tell you.”