Losing deals you should be winning?
We find out why and fix the story.
If your buyers don't get it, they won't buy it.
Buyers get it when you speak their language, their pains. Most B2B startups are talking to themselves. Getting buried in internal-led messaging and marketing fluff that misses the buyer entirely. It feels like progress but it lands flat.
We help B2B startups figure out what's actually landing with buyers and what isn't. Through win/loss research, competitive analysis and buyer interviews, we build positioning and messaging your whole team can use - from the first outreach to the final demo.
How we help
Identify the symptoms. Find the fix.Deals keep dying.
Your reps blame pricing.
Your board blames sales.
You've rewritten the homepage twice this year.
Everyone on the team tells a different story.
These aren't separate problems. They’re symptoms of the same one.
Understand
“We're losing deals and we don't know why”
Sound familiar?
You keep hearing "we went with a competitor" but never the real reason
Sales speaks to anyone who'll take a meeting
You can't describe what your best customers have in common
No clear picture of why people actually chose you
The fix?
Win/Loss analysis - real buyers, not your team's version
ICP definition built from actual patterns
Buyer persona research - what they care about, what scares them
Competitive intelligence and positioning mapping
The outcome?
You stop guessing. You know exactly where you win and why.
Message
“Our story isn't landing”
Sound familiar?
Prospects nod along but never convert
Your website sounds like every other vendor
You can't explain your difference in under 30 seconds
Everyone on the team describes what you do differently
The fix?
Value proposition framework built on buyer research
Messaging hierarchy - one story, every altitude
Differentiation statements that hold in competitive deals
Elevator pitch and talk tracks your team will actually use
The outcome?
A narrative built on research, not assumptions. Messaging that earns attention.
Sell
“Our positioning isn't being used properly”
Sound familiar?
Marketing says one thing, sales says another
Reps are winging demos - every call sounds different
Objections catch your team off guard
Prospects don't get it from your website alone
The fix?
Website product messaging that converts, not just features
Core pitch - one narrative, every rep, every time
Objection handling built from real buyer pushback
Demo scripts and qualification criteria
The outcome?
Your positioning finally makes it from the strategy deck to the sales call.
About Sergio.
Sergio is a commercial marketing leader with a career defined by two major milestones: one exit and one IPO. He specialises in the B2B AI space, helping technical teams translate "what we built" into "why they buy".
With 13+ years of experience from Customer Success through to CMO, he brings a disciplined, buyer-first lens to product marketing.
At Dialog, he cuts through the fluff to help startups crystallise their value and secure market share.