Turning Speedscale’s impressive technology into a clear reason to buy
INDUSTRY
Developer tools
COMPANY STAGE
Seed
ENGAGEMENT
24 months
How it started
It started with a simple ask: create some sales one-pagers.
But it quickly became clear that the issue wasn’t a lack of assets — it was that Speedscale’s story wasn’t giving buyers a compelling reason to act.
The sales pitch reality check
To move beyond internal assumptions, I organized a mock sales pitch with a real buyer who fit Speedscale’s ICP. After a full demo and walkthrough, I asked one simple question:
“Did that make you feel like you need this now?”
As I dug in, I noticed most of the pitch was spent on features and how the product worked. The buyer was impressed with the tech, but not compelled to do something.
We went back to the drawing board on the pitch and supporting assets, shifting the narrative from: here’s how it works to here’s what happens if you don’t fix this. Urgency and reinforcing the consequences of not solving the problem became the through-line of messaging going forward.
Aligning on the ideal buyer
The next step was to answer a key question: Who exactly has the problem they solve?
We couldn’t fix the sales story without getting sharper on who the buyer really was and what actually put pressure on them to act.
I led a buyer persona workshop with the Speedscale team to pressure-test assumptions about their ideal customer. Instead of defaulting to job titles or surface-level pains, we focused on:
The buyer’s day-to-day pressures
What puts them at risk if nothing changes
How success is measured in their role
This work became the backbone for messaging, sales conversations, and content going forward.
Amplifying their message
With strategy aligned, I supported Speedscale across a wide range of downstream deliverables to amplify and reinforce their message:
New website messaging and page copy
Sales enablement assets and pitch refinement
Case studies that highlighted use cases
Blog content and social posts reinforcing their narrative
The outcome
Speedscale emerged with clearer alignment on who they sell to and why those buyers care, a compelling sales story, consistent messaging, and a shift from “nice-to-have” positioning toward a defensible need-to-have category.