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A Sales Growth Co. is a global sales consulting and sales training company that works differently because we think differently.
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PIC Development

Helping you get absolute clarity on the real business problems your product or solution solves.

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Every company has a story about the value they bring to customers. But even the most experienced teams can be so close to their product or service that they lose sight of the true business problems they solve. The Problem Identification Chart (PIC) is designed to fix that.

It’s a collaborative process that brings your Sales, Product, and Marketing teams together to uncover the real problems your customers are trying to solve—the ones that drive urgency, budget, and change. The PIC becomes your organization’s compass, guiding how you position, sell, and deliver value to the market.

Why it Matters

Our experience has shown that despite strong market understanding and deep product expertise, many teams struggle to clearly articulate the actual business problems they solve. They focus on tools, features, or internal process breakdowns—root causes—rather than the bigger business issues that keep executives up at night.

When this happens, discovery conversations stall. Messaging gets diluted. And value propositions fail to resonate at the business level where decisions are made.

We help you change that. Working side-by-side with your team, we’ll uncover the specific business problems your solution addresses, the root causes behind them, and the real impact those problems have on your customers’ businesses. You’ll walk away with absolute clarity—and a framework your teams can use to sell more effectively and consistently.

How it works

This is a four-session collaborative workshop where we work directly with your leadership, sales, product, and marketing teams to create your custom PIC. Each 60-minute session is structured, engaging, and built around your business.

Session 01
Understanding Your World

We begin by diving into your business, your customers, and the markets you serve. Together, we’ll identify your core customer segments and explore the high-level outcomes your solution enables. This sets the stage for discovering the real business problems your customers face—and the impacts those problems have on their performance, productivity, and results.

Session 02
Discovering the Real Problems and Impacts

Leveraging our deep business acumen and extensive experience in problem identification, we’ll help you move beyond surface-level issues to uncover the quantifiable, executive-level business problems your solution solves. At the same time, we’ll help your team articulate the measurable impacts those problems create—on revenue, efficiency, margins, risk, and customer outcomes—so you can clearly link every problem to its business consequences.
Session 03
Diagnosing Root Causes

With the business problems and their impacts defined, we’ll work together to identify the underlying drivers and operational symptoms. This step connects what your solution does to why it matters—helping your teams understand how to diagnose customer challenges more effectively in discovery.

Session 04
Building Your Discovery Compass and Quantifying Impact
In the final session, we’ll turn your PIC into a practical guide your team can use every day—a Discovery Compass that helps reps lead more credible, confident conversations. We’ll connect each problem to quantifiable data, calculate the cost of inaction, and help your team build strong, evidence-based business cases for change that resonate with decision-makers.
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The Outcomes

When you complete your PIC, you’ll have:

  • A company-specific Problem Identification Chart mapping your top 3–5 business problems, their root causes, and their measurable impacts.

  • A Discovery Compass that gives your reps direction and confidence in every customer conversation.

  • A unified go-to-market narrative that connects Sales, Marketing, and Product around the same understanding of value.

  • A stronger foundation for forecast accuracy, deal quality, and win rates, built on a shared understanding of what really drives customer change.

Teams that go through this process often see faster sales cycles, sharper messaging, and stronger alignment across their organization. But more importantly, they gain confidence—because everyone knows exactly what problem they’re solving and why it matters.

Ready to build yours?

If you’ve ever wondered whether your team is truly aligned around the right customer problems, this workshop is for you. We’ll guide you through the process, help you find the clarity you’ve been missing, and give your team a framework to sell with purpose and precision.

Let’s collaborate to build your custom Problem Identification Chart—and put your team in a position to win.

Talk to Our Team