Worklytics GTM brain

category

market profile

• text: As organizations purchase multiple AI tools, IT and finance leaders need evidence of adoption and value ahead of renewal.
• text: Workforce analytics vendors vary between organizational collaboration analysis and individual activity monitoring, creating distinct privacy tradeoffs.

personas

• title: IT or AI adoption leader
  pains:

  • AI purchases are dispersed across teams and vendor accounts
  • Renewals require evidence of usage and value, not just licenses purchased
• title: Head of people analytics
  pains:

  • Periodic surveys miss ongoing changes in cross-functional collaboration
  • Workplace measurement can erode trust if employees perceive surveillance
• title: CFO or technology finance leader
  pains:

  • Cannot compare AI spend with estimated value across tools
  • Needs an accountable basis for renewing or reallocating software spend

icp

• text: Organizations with 100 to 1,000 employees are the stated target for the Business tier.
• text: Larger enterprises with dedicated people analytics or IT teams, multiple work platforms and requirements for data pipelines and governance.

message pillars

• text: Connect AI adoption to economic outcomes.
• text: Analyze work patterns without accessing work content.
• text: Use insights to improve collaboration and management.

objections

• objection: Will employees see this as surveillance?
  response: Review aggregation thresholds, privacy proxy, access controls and the row-level Enterprise option with employees and privacy counsel before rollout.
• objection: Are estimated AI savings the same as proven ROI?
  response: Agree a conservative baseline and methodology with finance, then validate estimates against measurable outcomes before using them for renewals.
• objection: We already have Microsoft workplace analytics.
  response: Compare required integration coverage and analytics across the actual collaboration and AI tools in use.

competitors

• name: Microsoft Viva Insights
  website: https://www.microsoft.com/en-us/microsoft-viva/workplace-analytics-and-feedback
  why: Workplace collaboration and employee analytics within the Microsoft ecosystem.
• name: Humanyze
  why: Workforce and organizational analytics addressing collaboration and productivity.
• name: ActivTrak
  why: Workforce productivity and AI adoption analytics with different monitoring capabilities.

influencers

• name: Erik Schultink
  url: https://www.linkedin.com/in/erikschultink
  why: Founder and CTO discussing people analytics and AI adoption.
• name: Philip Arkcoll
  url: https://www.businessinsider.com/boss-track-ai-use-career-2025-8
  why: Co-founder and CEO quoted on AI adoption measurement.

keywords

• workplace analytics
• AI ROI measurement
• people analytics software
• meeting effectiveness analytics
• organizational network analysis
• manager effectiveness analytics
• AI adoption analytics

voice

• Practical and data-driven
• Privacy-conscious
• Leadership and employee experience focused

signals

• text: An upcoming AI license renewal prompts finance and IT to evaluate adoption and cost.
• text: People analytics leaders are investigating manager effectiveness or cross-team collaboration.
• text: A company uses several collaboration and AI platforms and needs a cross-platform view.

stack

• Slack
• Microsoft Teams
• Google Calendar
• Outlook
• GitHub
• Jira
• ChatGPT
• Microsoft Copilot

pricing

motion

channels

• SEO
• blog
• LinkedIn
• events
• free tools

confidence

Founders

• name: Philip Arkcoll
  title: Founder
  role: Founder