How Confirm targets HR leaders in their first 60 days to close enterprise deals faster | David Murray

Confirm uses organizational network analysis to surface hidden high performers and toxic actors that traditional performance reviews miss - identifying the quiet contributors everyone relies on and the problematic employees who manage up effectively. In this episode of BUILDERS, I sat down with David Murray, Cofounder & CEO of Confirm, to dissect their most painful go-to-market lessons. David shares why leading with methodology superiority torpedoed their early sales, the specific discovery framework that flipped their win rate, and how they segment the four distinct HR buying motions that require completely different sales approaches.

Topics Discussed:

• Why traditional performance reviews are 60% manager bias according to research by Maynard Goff
• How organizational network analysis identifies introverted high performers and manages-up toxic actors
• The catastrophic early GTM mistake: positioning against existing processes
• Discovery frameworks for conservative buyers in compliance-heavy functions
• Talk ratio targets and silence techniques from clinical psychology applied to enterprise sales
• Channel testing methodology that identified LinkedIn ads as their primary acquisition driver
• The four-quadrant framework for HR sales: CHRO vs line manager, company-wide vs HR-only tools Messaging strategies that balance shock factor with substantive education

GTM Lessons For B2B Founders:

Discovery trumps differentiation in category creation: Confirm's design partner had promoted toxic employees and lost quiet high performers in the same cycle—a perfect case study for their ONA methodology. But when they pitched other HR leaders with "here's why your approach is broken," they hit walls. The shift: stop selling methodology, start diagnosing pain. Reference what you've observed at similar companies—"Some folks at your size tell us they struggle with X, is that true for you?"—then let prospects surface their version of the problem. Only after they've articulated their pain do you map your differentiated approach to their specific context.

Target buyer timing, not just buyer titles: Confirm identified a specific trigger: HR leaders in their first 1-2 months at a new company. These leaders are hired to make change and need early wins. The outreach question: "How are you looking to make your mark?" This surfaces whether they're hungry for innovation or managing political capital. A newly hired CHRO has different motivations than a 5-year veteran protecting their process choices. Map your outreach to career timing, not just seniority.

Enforce 50/30/20 talk ratios in discovery: David's target: prospects speak 60-80% of discovery calls, with 50% being acceptable. If you're talking more than half the time, you're pitching, not discovering. The clinical psychology technique: positive encouragers ("yeah," "huh") plus deliberate silence after open-ended questions. Prospects will fill silence with the real issues—budget constraints, political dynamics, past vendor failures. This intel is gold for multi-threading and objection handling later.

Test channel-message fit with minimal spend: Confirm's approach: "do everything a little bit and see what sticks." They found LinkedIn ads with precise targeting (title, company size, recent job changes) delivered qualified pipeline cost-effectively, while other channels didn't. The framework: allocate 10-15% of budget across 5-6 channels for 60 days, measure cost-per-qualified-meeting, then concentrate spend. Plan for 3-6 month creative refresh cycles as audiences develop ad fatigue—this isn't set-and-forget.

Map your product to the HR buying matrix: David identifies four distinct quadrants: (1) CHRO buyer, company-wide deployment = traditional enterprise sale, 6-18 month cycles, heavy multi-threading required; (2) CHRO buyer, HR-only tool = shorter cycles but still executive selling; (3) Line manager buyer, company-wide = requires bottom-up adoption mechanics; (4) Line manager buyer, HR-only = SMB-style transactional sale. Confirm operates in quadrant 1—the longest, most complex sale. Most founders don't explicitly map which quadrant they're in, leading to mismatched sales motions and blown forecasts.

Use provocative messaging with technical substance: "One-click performance reviews" generated meetings because it triggered both excitement (managers hate writing reviews) and concern (is AI replacing human judgment?). The key: the shock factor gets the meeting, but you need depth on the call. Confirm's explanation: the AI aggregates data from Asana, Jira, OKRs, peer feedback, and self-reflections to reduce recency bias, then generates a draft managers edit. The dystopian concern becomes a feature when you explain the data anchoring. Surface-level shock without technical credibility burns trust.

Adjust for organizational risk tolerance by function: HR and healthcare share conservative buying cultures due to compliance, documentation, and legal requirements. David contrasts this with selling to CTOs or engineers who "kick tires and want to break things." This affects everything: longer evaluation cycles, more stakeholders in legal/compliance, emphasis on security and data handling, reference checks weighted heavily. If you're selling to risk-averse functions, adjust your content (white papers, compliance documentation), your timeline expectations, and your change management positioning.

Reframe education as extraction, not instruction: David's mental model shift: "I need to learn from them" replaced "I need to educate them." In practice: "I've heard from others that calibration meetings consume 10+ hours per cycle with unclear outcomes. They tried approaches like forced ranking or manager-only decisions. Have you experimented with either?" This positions you as a pattern-matcher across their peer group, not a lecturer. They become receptive to alternatives because you've demonstrated you understand their world through other customers' experiences.

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