When does a B2B problem become urgent enough to solve?

One thing we’ve learned from talking with businesses is that having a problem doesn’t necessarily mean someone is ready to change.

A team might know its current workflow is slow or frustrating and still continue using it because it’s familiar.

The more useful question for us became:

What changed recently that made solving this problem important now?

Sometimes it’s team growth.
Sometimes it’s a costly mistake.
Sometimes the existing process simply stops scaling.

That distinction has changed how we think about customer conversations. We now pay more attention to the trigger behind the problem instead of just confirming that the problem exists.

For other B2B builders:

What signals tell you a prospect is genuinely ready to change, rather than simply interested in a better solution?