PoC Lead Generation: How to Find the Right Problems for Venture Clienting

PoC Lead Generation

Before you can run a PoC, you need something to test it on. That something is a real, internal problem and finding those problems is what we call PoC lead generation.

Think of it like startup matchmaking, but the first step isn’t finding a cool startup. The first step is finding someone inside your company with a problem worth solving.

What is a PoC Lead?

A PoC lead is a potential opportunity to solve a problem inside your company using a startup solution. It’s not a startup. It’s not a pitch. It’s a pain point that could turn into a pilot.

Where Can Leads Come From?

There are 3 typical starting points for lead generation:

1. The stakeholder: Someone inside the company tells you, “I have a problem.” Perfect! That’s your starting point.
2. The startup: You discover a startup and say, “Who in my company might have this problem they solve?”
3. The outside-in analysis: You identify a general challenge that companies like yours face, and then search internally to see who might be dealing with it.

How to Uncover These Problems

Here are concrete methods to reveal PoC leads inside your organization:

• 1:1 conversations with your internal network: The easiest and fastest way to get started. Talk to people you already know and ask them what’s slowing them down.
• Awareness sessions: Host a short intro session on Venture Clienting. Tell people what you’re doing and ask: “What are you struggling with that a startup might help with?”
• Ask leadership to collect pain points: Tap your C-level or department heads: “Please ask your teams to submit challenges that need solving.”
• Analyze job ads: A job posting is often a hidden problem statement: “We’re hiring someone to fix this.” Could a startup do that instead?
• Look at what your competitors are doing: Are they already working with startups? Could that signal problems you also have?
• Explore proven startup solutions: See what problems other companies solved with startups and use that to spark inspiration internally.
• Use benchmark companies (the “idol” effect): What startups are the companies your leadership respects already working with?

Pro Tip For Beginners

If you’re just starting out, lean on the Innovation Managers internal network. Talk to people that know and trust them. Listen closely. Ask good questions. You’ll be surprised how many leads you can generate just by being curious and helpful. At the same time, inspire your stakeholders with examples from outside, show them how other companies are solving problems using startups.