Area 1 · B2B market and message

B2B market and message

Who should you sell to first, and what should you say so they listen?

We help your leadership define the segments, buying moments and messages that turn a technical offer into qualified sales interest.

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Segmentation and ICP
Value proposition
Message by segment

What it solves

When everything is urgent and nobody decides which customers deserve the time

The company needs to sell proactively, but doesn't know which segments to prioritise.
The message explains the product and its specs, but doesn't connect with a problem the market will pay to solve.
Marketing and sales use different arguments or target low-potential accounts.

Area 1

First we look; then we choose what to do

What we look at in the diagnosis

Segments and won and lost deals
Decision-makers and buying moments
The messages and channels you use today

Possible actions, chosen after the diagnosis according to what you need

Segmentation and ideal customer profile (ICP), with a map of decision-makers, influencers and users
Value proposition by segment, tied to problems, outcomes and evidence
Message architecture for the website, prospecting, content and sales conversations
A plan to validate the message with real customers: hypotheses, campaigns and metrics

What's included

Build work (segmentation and ICP, playbooks, pipeline design in the CRM, forecasting model, dashboards, customer onboarding) isn't included by default. It's defined after the diagnosis, based on what your company needs, with scope and time commitment agreed before we start.

Outcome

Effort focused on the people most likely to buy

Marketing and sales focus on the audiences most likely to buy and use a message that starts from the customer's problem, not from the product's internal specs.

How it can continue after the diagnosis

We recommend starting with the diagnosis (roughly 3–4 weeks); if your company already has a recent diagnosis or analysis, we start from it. You can then choose between two cumulative levels: Level 1 · Action plan oversight (your team carries out the plans and we oversee) or Level 2 · External sales leadership (includes all of the oversight, and we also lead sales). The 30, 60 and 90-day milestones are counted from the start of execution. Cross-functional responsibilities are only taken on with an explicit mandate.

Compare the levels in How we work →External sales leadership →

When it fits

Signs this area may be a priority

✓You have a validated product or service and real signs of interest, but sales focus is scattered.
✓You're opening a new segment, market or channel.
✓Selling still depends on the founder and the message lives in their head.

Frequently asked questions

How is an ICP different from a segment?+

A segment groups companies with shared characteristics and a common buying moment. The ICP adds the criteria that show which accounts have the best fit, greatest urgency and realistic buying capacity.

Does it include sales campaigns?+

Not automatically. If the diagnosis prioritises it, one of the plans sets out which messages, audiences, sequences and validation metrics are worth testing. Designing them in detail requires a scope and commitment agreed after the diagnosis. Your team runs them; if you decide to continue, we oversee execution or, with external sales leadership, lead it.

How is a B2B value proposition validated?+

By testing the message against conversations, replies, meetings, opportunities and conversion by segment. Validation rests on sales behaviour, not internal opinion alone.

Ideas