BUYING PATH Diagnostic for B2B tech
Your product
is real.
how you sell isn't.
We spend one week reading your company the way a buyer does. Then we tell you exactly where deals stall - and what to fix first.
Not sure if this is for you? Talk to Thorsten directly - no pitch, just a conversation.
5
AREAS WE AUDIT
4h
YOUR TIME REQUIRED
Week 1
SCORECARD DELIVERED
€3K
FIXED · NO RETAINER
Does This Sound Familiar?
The founder is in every deal
The moment you step back, something breaks. Prospects ask questions the team can't answer. Calls lose their direction. The win rate drops.
The deck is on version eleven
Every iteration feels better. Nothing fundamental changes. The story still shifts depending on who's pitching and who's in the room.
Two teammates, three explanations
Ask different people how you sell and you get different answers. Not because the team is bad, because the decisions underneath haven't been made.
These are not
execution problems.
Every one traces back to a question nobody has agreed on yet. Until you name which one - and fix it in the right order - no hire, redesign, or advisor changes anything.
Get your x-RAY
HERE's what's inside ↓
01 · Scorecard
five areas scored, Main Bottlenecks named
One area tagged as the main constraint - the one upstream of everything else. Fix it and the others move. Leave it and nothing compounds.
Now you can stop the "is it the deck or the pitch?" conversation.
02 · Decision Ledger
every choice your story depends on, mapped
Most sales problems aren't copy problems. They're decisions nobody made. We catalog every choice your story depends on - and mark each: locked, fuzzy, or missing. The three you're avoiding are named. The one bet to make now is named.
Now you can stop building on guesswork.
03 · Surface Review
where buyers drop, and which decision caused it
Your homepage scored against 15 buyer questions. Your pitch opening, pricing slide, outbound sequence - same treatment. Not design opinions. Jobs-done scores. You see exactly where buyers drop, and which missing decision caused it.
Now you can stop guessing why the page isn't converting.
04 · Action Plan
what to fix first, in what order, and what it costs
What good looks like when it's done. What it should cost - whether you do it with us, someone else, or in-house.
Now you can make a real decision about what happens next.
GUARANTEE
Clarity in one week - or you don't pay. If we can't surface at least 3 concrete problems with a clear plan to fix them, the diagnostic failed. The scorecard is yours regardless.
WHAT SHIPPED
Lyrasense
Deep Tech · TUM Munich
X-RAY → Positioning Sprint
15 core decisions locked
Before
No category. Story changed per presenter. "We explain the product every time again."
7 of 9 decisions missing
After
15 core decisions locked. One positioning card adopted team-wide. Deals progress without founder on every call.
Homepage + deck rebuilt from decisions
Post-sprint outcome, client-verified. Quantified
pipeline data not tracked.
VirGeo
Fugro Venture · Deep Tech
X-RAY → Sales Foundation Sprint → Product Foundation
Buying journey + product rebuilt
Before
Every call started with 15 mins of confusion. No category framing. No pilot offer. Procurement path undocumented per deal.
0 qualified conversations
After
Category clarified. Call structure rebuilt. Positioning card adopted team-wide. Procurement path documented.
18 qualified in 6 weeks
Pitch + Product rebuilt
Qualified = booked discovery call matching your target customer profile. 6-week window post-sprint. Internal pilot context.
What the diagnostic is
One structured
diagnostic.
One week.
We read your company from the outside before we ever ask you a question. When we do talk, we ask "walk me through what a buyer experiences from first contact to yes", not "what's your positioning." Same information comes out. No defensiveness. We come with a point of view already formed - the conversation confirms or challenges it.
01
We read your materials first
Homepage, deck, outbound emails, competitor landscape - all read the way a buyer would, before we speak to you. We score what we find.
02
90-minute founder interview(S)
"Walk me through your last three deals." Story-led, not interrogative. We come with a point of view already - the conversation confirms or challenges it.
03
Full written report + walkthrough call
Scorecard, decision tracker, action plan. Backed by evidence - not opinion. Delivered with a call to walk through findings. Your call to proceed.
How the week works
Before the week · What you provide upfront
Pre-work includes:
Complete intake questionnaire; and share:
Homepage URL · Sales deck (PDF or link) · LinkedIn profile
2–3 outbound email samples (names removed)
Sales brief material (if available)
Pricing page or slide (if it exists)
Call notes or transcript (2–3 recent, if available)
Product Demo
~30 min to gather. We work from whatever exists —
nothing needs to be created specially. We arrive to
Wednesday with hypotheses already formed, not a blank notebook.
MonDAY
Homepage & outbound audit
Do buyers understand what you do in under 10 seconds? Does outreach reach the right people?
Team only
TUESDAY
Deck, pricing & competitors
Does the story hold without the founder? Can the price be justified internally? Where do deals lose to "doing nothing"?
Team only
WEDNESDAY
Founder interview
"Walk me through your last three deals." 90 min, story-led. We come with a point of view already — the conversation confirms or challenges it.
90 min
founders
THU
Scoring & decision mapping
All five areas scored. Every decision mapped: locked, fuzzy, or missing. Evidence assembled from materials and interview.
Team only
FRIDAY
Report written & packaged
Bottlenecks named. Action plan scoped. All four deliverables assembled. Ready for Monday.
Team only
NEXT
MONDAY
Findings walkthrough · 120 min
Scorecard delivered. Action plan presented. Your call to proceed. The scorecard stands alone if you don't.
120 min
founderS
Total founder time: ~4 hours. Everything else is us.
THE INVESTMENT
Sales Diagnostic
€3.000
One week.
Standalone.
One flat fee.
Clear answers.
What's included
Desk research - homepage, deck, outbound, competitor landscape
90-minute founder interview, story-led
Scorecard - five areas, main bottleneck named
Decision Ledger - every choice your story depends on, mapped
Surface Audit - buyer questions scored against your materials
Action Plan - to remove the strategic bottleneck, decisions to make, what it costs
120-minute findings walkthrough call
Honest assessment - even if the answer is "you're fine"
What comes next is your call. The action plan tells you what to fix, in what order, and what it should cost — regardless of who does it. If you want to proceed with us, we'll scope it. If not, you have everything you need to move independently.
vs. one stuck deal
A single deal stalling for 3 months costs more in founder time than the entire diagnostic. The X-RAY finds what's causing it.
vs. early sales or marketing hire
€8–15K a month into an unclear story amplifies the problem. The X-RAY defines what to hire for first.
vs. a senior operator day rate
€3K is 2–3 days at senior B2B operator rates. You get a week of structured work plus four documents the team can run independently.
GUARANTEE
Clarity in one week - or you don't pay. If we can't surface at least 3 concrete problems with a clear plan to fix them, the diagnostic failed. The scorecard is yours regardless.
Common questions
COMMON
QUESTIONS
€3K for 90 minutes?
You're not paying for the call. You're paying for the week — surface audit, zone scoring, evidence trail, and a ready-to-approve sprint plan. A single stalled deal costs more in founder time than the entire diagnostic.
How do we know this yields something - not just opinions?
Won't the team feel like this is helicoptered in?
What happens after the sprint ends?
Can you really understand two years of company history in 90 minutes?
What if we just need the scorecard, no sprint?
How much time does this take from the founder?
Clarity in one week - or you don't pay
You've been building
long enough to know
something is leaking.
The diagnostic finds it in one week. No commitment to proceed. The scorecard is yours either way.
Not sure if this is for you? Talk to Thorsten directly - no pitch, just a conversation.