Problem Interviews Template for B2B SaaS (Copy This)

Copy this. Adapt the brackets. Run your first B2B SaaS problem interview this week.

1. Outreach Message

Three sentences. LinkedIn or email.

Body:

Hi [Name], I noticed [specific reason]. I am researching how teams handle [workflow] and I am not selling anything. Would you have 30 minutes for a short call? Happy to share what I find.

2. Calendar Invite

Title: [Your name] x [Their name] - 30 min research chat

Description: Casual conversation. I am researching [workflow]. No pitch, no sales.

3. The Opening

"Thanks for the time. I am researching how teams handle [workflow] right now. Not selling, just learning. Going to ask mostly about your experience. Cool to record? Happy to delete it after."

4. Three Questions for Users

Q1: "Walk me through the last time your team did [task]. Who was involved, what tools, what handoffs?"

Q2: "Where did things get slow or break?"

Q3: "If your team wanted a tool to help, who would have to approve and what would they ask?"

5. Three Questions for Buyers

Q1: "Walk me through the last vendor approval you managed."

Q2: "What gets a deal stuck? What kills it?"

Q3: "What does an internal champion typically look like for tools in this space?"

6. Three Questions for Gatekeepers

Q1: "What does your security or IT review process look like for new vendors?"

Q2: "What disqualifies a vendor automatically?"

Q3: "What would the team need to demonstrate to make an exception?"

7. Deflect

If they ask what you are building: "Still figuring it out. Can I keep poking at the workflow first and we can come back at the end?"

8. Notes Template

Date / Name / Title / Company size / Role (user/buyer/gatekeeper).

Workflow story (Q1) with quote.

Pain points (Q2).

Procurement / approval (Q3).

Champion profile if mentioned.

Surprises.

Vocabulary.

9. Follow-Up

Hi [Name], thanks again. Would you be open to a 15-minute follow-up if I have something concrete to show in a month or two? No pressure.