Problem Interviews for B2B SaaS in Plain English

Strip the framework names. Plain-English explanation of B2B SaaS problem interviews.

What They Are

A conversation with someone whose team currently does the workflow you might build a tool for. You ask them to describe how the team actually works. You listen. You write things down.

Why You Do Them

Because B2B SaaS sells through a buying system - user, buyer, gatekeeper, champion - not through a single decision-maker. The interview round is how you map the system before the build.

What You Ask

Walk me through the last time your team did X. Where did things break and who fixed them. Who would have to approve a tool to help with this.

What You Do Not Ask

Would you use a tool that does X. Hypotheticals are unreliable. Stick with stories about specific past events.

Where You Find People

LinkedIn for B2B is the standard channel. Title plus team-size search. Cold message - three sentences, no pitch.

Three Roles, Not One

Users, buyers, gatekeepers. The product is bought by the system. Interview the system.

When You Stop

When you can describe the buying system in three sentences. User pain, buyer ROI, gatekeeper bar. If yes, ship and start selling. If not, do five more interviews.

Plain Summary

Talk to three roles. Ask about specific past events. Do not pitch. Take notes. Look for repeats. Stop when you can describe the system. Then ship.