The story of IcebergIQ begins with the story of Eigenworks, a research firm providing win/loss intelligence to B2B tech companies for over 10 years, and its founder Alan Armstrong.
Alan was dedicated to the idea that listening to your buyers and their stories is more powerful than relying on your subjective perspective or 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 Eigenworks team members Julie Payne and Kristine Culp and others, along with CEO Natasha Narayan, launched IcebergIQ to continue the mission of capturing deep buyer insights on behalf of clients.
“During my four years launching and building Gainsight for Canada and as an Eigenworks client, I came to know 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 an article published by Pragmatic Institute: “Talk to your buyers. They have so much to tell you.”
The IcebergIQ team has honoured Alan's memory by placing a memorial bench on the grounds of one of his favourite places to visit for sustenance and inspiration, the Ignatius Jesuit Centre’s Old Growth Forest in Guelph, Ontario. We are grateful for the many generous donors who helped meet the fundraising goal - thank you!
If you would like to make a further gift in memory of Alan, please consider donating toward a scholarship for product managers offered by the Toronto Product Management Association. Contact treasurer@tpma.ca for information.
