The Dialog
Diagnostic

It is Dialog’s method for working out who a B2B SaaS scale-up should sell to, what makes it different and how to say it. It asks sixteen questions across four areas (your buyers, your business, your market and your story) and answers each one from your own data and your buyers’ words.

B2B SaaS scale-ups ready to sharpen their focus and grow, usually brought in by a CEO or CMO. It needs deal flow to learn from: recorded sales calls, a CRM and buyers we can talk to.

Mostly what you already have: sales call recordings, a CRM export, revenue and renewal data, your sales material and time with a few of your buyers and team members for interviews. We collect your website ourselves.

A written Positioning and Growth Diagnostic, then a Positioning Workshop where your leadership team decides who you really compete with, which capabilities buyers value, who your best customers are and which category fits you best. After the workshop you walk away with the deliverables your teams use: buyer personas, ICP and segments, a segment explorer, an ICP fit checker, a positioning and messaging document, homepage messaging, a new pitch deck, an expansion pitch deck and competitor battle cards.

The four areas are what we answer. Understand, Message and Sell are the order the work runs in. Your buyers and your business are mostly answered in Understand, your market and your story feed Message, and Sell takes the result to your sales team.

A full engagement is about nine weeks, scoped with you before any work begins.