Tobiko came to Fletch because their homepage wasn’t making their differentiation clear. Prospects knew them as the team behind SQLMesh, but were confused about what Tobiko Cloud offered, and why it was better than DBT. We helped sharpen their positioning by leaning directly into the DBT comparison, reframing Tobiko Cloud as the DBT replacement for data engineers. The new messaging distilled their edge into four clear arguments — SQL parsing, state awareness, column-level lineage, and virtual test environments — and clarified the story for their champion: data engineers frustrated with DBT’s scaling limits.