Mature Tech's New Playbook: Six reinvention strategies for mid-market companies

Over the past decade, only about 30% of B2B tech startups have survived, and even fewer over the past couple of years have managed to operate profitably to the extent that they can comfortably plan for the next 3-5 years. What separates successful, mature technology companies from those now struggling?

The answer lies in how B2B tech firms adapt to challenges and capitalize on new opportunities with modified operating models. With more than two decades of experience shaping growth strategies across various sectors, I've increasingly seen that there are 6 key focus areas that help mature tech firms not only survive but thrive — positioning for long-term success, including optimizing acquisition potential.?

1. Invest in Innovation

Staying competitive means embracing continuous innovation, especially for mature tech firms. Often having become complacent or simply deprioritized, this involves ramping up research and development (R&D) to remain agile, even at times including moving beyond the product that originally defined the company. While internal teams can play a role, relying solely on them can result in slower progress and diluted outcomes. Internal resistance tied to legacy products can also hinder momentum.

Outsourcing innovation to specialized experts is becoming a powerful solution. By doing so, companies can accelerate modernization in critical areas like AI and cloud computing without being held back by internal constraints. Though it may require difficult trade-offs, this approach is essential today. In one case, a 2023 client paused their go-to-market strategy, regrouped to align their roadmap with AI trends, and reentered the market with renewed relevance and energy.

2. Optimize Sales and Marketing

In a world where customers are increasingly skeptical of vendor claims and inundated with digital ads, traditional sales tactics are losing effectiveness. Mature tech firms are pivoting toward product-led growth (PLG) strategies and self-service models that let potential customers explore and engage with their products firsthand.

At the core of this shift is trust. Mature companies have satisfied customers whose success stories can validate the company’s relevance for meeting today’s requirements. Sharing these stories builds credibility, addresses customer skepticism, and demonstrates real-world value. For mature companies, this is a key differentiator versus startups. Leveraging long-term customer relationships not only drives retention but also opens new sales opportunities. By aligning sales and marketing efforts with public trust-building customer advocacy, established tech companies can unlock more impactful and sustainable growth.

3. Revamp Pricing Models

Today’s customers demand flexibility, and the old one-size-fits-all pricing model no longer meets expectations. What are often referred to as post-growth tech firms, are thriving by adopting subscription-based or usage-based pricing models that align with modern customer preferences, creating new pathways for growth and retention.

By evolving pricing structures, companies can revitalize their businesses. Moving toward value-based pricing not only offers customers greater flexibility and predictability, but it also enhances their overall experience meeting customers where they are at. This shift isn’t just about revenue—it’s about adapting to customer needs and positioning your company for long-term success.

4. Leverage Data and Analytics

Mature tech companies sit on a wealth of data, but too often, this data is fragmented and underutilized. With today’s affordable business intelligence (BI) tools, these companies can unlock the power of their data to refine product offerings, personalize marketing efforts, and enhance customer experiences.

A great place to start is by analyzing existing customer data. This can help identify opportunities for expansion within current accounts or open doors to new industries and use cases where you’ve already established a track record. Data-driven decision-making coupled with action planning is no longer a luxury—it’s essential for sustained growth. With clearly defined GTM motion rooted in analytics, mature companies can focus on the most promising opportunities.

5. Foster a Growth Mindset

Culture plays a pivotal role in whether a mature tech firm thrives or stalls. Encouraging a growth mindset, centered on innovation, experimentation, and agility, is critical to staying competitive. This includes investing in leadership development and ensuring long-term employees are equipped with up-to-date skills while fostering an environment that supports ambition and adaptability.

Outside advisors can inject fresh perspectives and help build high-performance models to elevate teams. Outsourcing the development and management of OKRs (Objectives and Key Results) and KPIs (Key Performance Indicators) is a clearly defined outsourced strategy that can provide the necessary focus across your entire team and underpin establishing a results-oriented culture. Nurturing continuous learning, accountability and curiosity ensures your organization remains nimble, ready to pivot, and resilient in the face of new challenges.

6. Improve Operational Efficiency

Driving continuous improvement in operational efficiency is the final piece of the puzzle. Mature tech firms that ignore inefficiencies risk sinking their profitability even faster than a slow sales pipeline. Whether it’s outdated skills, underutilized staff, or market-ceiling talent costs, inefficiencies can manifest in many ways.

Fortunately, specialized on-tap talent is more accessible than ever. Fractional and outsourced execution teams allow companies to bring in the expertise they need without the overhead and long-term commitment of full-time hires. This approach ensures cost-effective - right-sized - expert execution while maintaining focus on profitability targets.

The Path Forward for Mature Tech Firms

Success in the tech industry isn’t just for fast-growing unicorns. Mature B2B tech firms have significant opportunities to reinvent themselves and unlock new growth. By focusing on these six strategies, established tech companies can overcome barriers and build a profitable future—whether for long-term sustainability or strengthening your position for acquisition.

For investors and CEOs of mature tech firms, the message is clear: The rules of the game are evolving, and those who adapt will not only survive—they’ll thrive.

At Brightrose Ventures, our team has partnered with more than 50 mature tech companies to execute transformation across all these critical areas, even in challenging, special situation scenarios. If your company—or one within your portfolio—is looking to elevate or pivot its growth strategy, we invite you to schedule a discovery call. We’d be excited to learn more about your business and explore strategies to help you achieve your goals.