Who you sell to, and why they care

Pick the customer you can actually win, and say the one thing that makes them lean in.

What founders use for who you sell to, and why they care, ranked by how many answers lean on it.

  1. The clearest single hour on how positioning, segmentation and personas differ and how they connect to the sales call. Dunford... Lenny's Podcast Podcast · ~60 min April Dunford on product positioning, segmentation, and optimizing your sales process April Dunford In 5 answers
  2. Podcast · Full episode 7 Myths About Selling B2B SaaS In India ft Unicommerce Founder Kapil Makhija Siddhartha Ahluwalia with Kapil Makhija In 3 answers
  3. Podcast · 1 hr 15 min The power of strategic narrative | Andy Raskin Lenny Rachitsky In 3 answers
  4. Taylor is good on the part reps own but rarely get credit for: feeding what you hear on calls back into positioning and... In Depth (First Round Review) Podcast · ~60 min "Everyone wants a silver bullet": selling lessons from Sam Taylor of Dropbox, Quip and now Loom Sam Taylor In 2 answers
  5. The SuperOps founder frames GTM around one question, is your category established or new, which is exactly the fork in the road... Prime Venture Partners Podcast Podcast · ~50 min SaaS Deep Dives: PMF, GTM and Maverick Marketing with Arvind Parthiban Arvind Parthiban In 2 answers
  6. Podcast · 90 min listen 2X SaaS Founder: How To Sell Global Tech Products From India Siddhartha Ahluwalia with Sharath Keshava Narayana In 2 answers
  7. Podcast · ~85 min Building a world-class sales org Jason Lemkin
  8. A sitting CIO explains how he actually finds and evaluates startup vendors, including that roughly 80% arrive through outbound.... The Neon Show Podcast · 62 min How Startups Can Sell to Big Companies ft. Karthik Chakkarapani, Zuora Siddhartha Ahluwalia
  9. Podcast · ~60 min How Khadim Batti Built Whatfix Into a ~$900 Million Global SaaS Leader Khadim Batti
  10. Podcast · ~60 min GTM Blueprint for Emerging Markets, Sachin Bhatia Exotel, Founder's Deep Dive E23 Sachin Bhatia
  11. Zuora's CIO walks through his actual evaluation path, from first look to security review to procurement, and how many pitches... The Neon Show Podcast · 60 min listen What Startups Can Learn from a $1.7B Co. Chief Information Officer | Karthik Chakkarapani Siddhartha Ahluwalia with Karthik Chakkarapani
  12. This is the episode where the failure comes first: why Fashnear did not work, and then the step by step of power user analysis,... Prime Venture Partners Podcast Podcast · Podcast episode with full transcript Vidit Aatrey Founder & CEO Meesho on Building a Category-Defining Startup Vidit Aatrey
  13. Podcast · 67 min Why 70% of Your Pipeline is Outside Your ICP with Dan Sperring Dan Sperring
  14. Podcast · 27 min How to Use Intent-Based Selling for Huge Sales Development Success (Florin Tatulea, Common Room) Florin Tatulea
  15. Podcast · 15 min How to Create Your Ideal Customer Profile (ICP) Mark Roberge
  16. Podcast · 53 min How Zoho Cracked Global Markets with 3 Iconic Campaigns | Prime Venture Partners Podcast #marketing Raffic Aslam
  17. Podcast · 21 min Anthony Pierri on B2B Positioning and Value Propositions Anthony Pierri
  18. Podcast · 41 min Unlocking Growth with Positioning at Tech Startups With April Dunford Author of Obviously Awesome April Dunford
  19. Podcast · 36 min Don't review messaging internally, message test instead w/ Peep Laja Peep Laja
  20. Podcast · 27 min Single-Product vs. Multi-Product Positioning: A Comprehensive Guide April Dunford
  21. Podcast · 57 min Matt Dixon Explains the JOLT Effect | How to Avoid "Think it Overs" with Potential Customers! Matt Dixon
  22. Podcast · 24 min New Thinking on Market Categories April Dunford

The questions

Who you sell to 16

Picking a customer worth chasing, and knowing early when a deal is not one.

What is an ICP and how is it different from a persona? People use both words for the same thing. 4 → We have about fifteen customers and they are all different. How do I find an ICP out of that? 4 → How do I qualify a deal properly instead of just hoping the enthusiastic person can buy? 4 → Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? 5 → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? 4 → All 16 questions in Who you sell to →
Positioning and messaging 16

Making a buyer understand in one sentence why you exist and why you are the one to pick.

What is positioning in plain English, and why does everyone insist we have got it wrong? 3 → How do I write a one-line description of what we do that a normal person actually understands? 4 → Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? 4 → How do I build a sales deck that is not just a tour of our features? 4 → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? 4 → All 16 questions in Positioning and messaging →
eChai Partner Brands The partnership →