Atib hears positioning drift in sales calls nobody reads

positioning is the most expensive thing a b2b company gets wrong, and the evidence sits in sales calls nobody reads. product marketers own the positioning and rarely sit on the calls, and the options are gong at $134 a seat a month, transcripts nobody opens, or guessing.

doctors already solved structured notes, so i borrowed soap, which splits every call into what the buyer said in their own words, what was observed, how it measures against the stated positioning and what to do next. four agents run it, a soap bifurcator, a drift scorer, an auto-answer drafter and a weekly synthesiser, and it went from a 36-page logic document to running software with auth, a signal bank, a battlecard engine and retrieval over past calls.

it sits between conversation intelligence and competitive intelligence, in the distance between what a company claims and what buyers say back. the preview went to a handful of product marketers and nobody ran a second call, one couldn’t share call data at all, which taught me that data access is the product and the dashboard is not.