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. Podcast · 67 min Why 70% of Your Pipeline is Outside Your ICP with Dan Sperring Dan Sperring
  2. Podcast · 27 min How to Use Intent-Based Selling for Huge Sales Development Success (Florin Tatulea, Common Room) Florin Tatulea
  3. Video · 31 min Scaling for the Enterprise: Top 5 Lessons on the Upmarket Journey with @AirtableApp CEO Howie Liu Howie Liu
  4. Podcast · 15 min How to Create Your Ideal Customer Profile (ICP) Mark Roberge
  5. Podcast · 53 min How Zoho Cracked Global Markets with 3 Iconic Campaigns | Prime Venture Partners Podcast #marketing Raffic Aslam
  6. Podcast · 21 min Anthony Pierri on B2B Positioning and Value Propositions Anthony Pierri
  7. Video · 6 min How to create a great brand name | Jonathan Bell Jonathan Bell
  8. Podcast · 41 min Unlocking Growth with Positioning at Tech Startups With April Dunford Author of Obviously Awesome April Dunford
  9. Podcast · 36 min Don't review messaging internally, message test instead w/ Peep Laja Peep Laja
  10. Podcast · 27 min Single-Product vs. Multi-Product Positioning: A Comprehensive Guide April Dunford
  11. Podcast · 57 min Matt Dixon Explains the JOLT Effect | How to Avoid "Think it Overs" with Potential Customers! Matt Dixon
  12. 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 →