Who you sell to, and why they care

Who you sell to

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

Level All Breaking into GTM Doing the work Leading a GTM team How the best do it
Market All India Global
Who's asking Everyone Founder doing GTM Founding AE SDR or BDR Growth and demand gen Product marketer RevOps Sales leader Agency or consultant

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What is an ICP and how is it different from a persona? People use both words for the same thing. An ICP describes the company you want as a customer: size, industry, what they already use, what has to be true for your product to matter. A perso... Breaking into GTM 4 resources → We have about fifteen customers and they are all different. How do I find an ICP out of that? Do not look at who bought, look at who is happy. Rank the fifteen by usage and by whether they would be annoyed if you disappeared, then take the t... Breaking into GTM 4 resources → Should we sell to Indian SMBs, Indian enterprises, or skip India and go straight at US buyers? Pick on payback and on where your product is genuinely better, not on prestige. Indian SMB gives volume, fast feedback and brutal price sensitivity... Leading a GTM team 5 resources → When is it right to move upmarket, and how do the companies that pull it off actually do it? Move when the demand is systematic, not when two large logos email you. The signal is a pattern of bigger accounts arriving on their own and hittin... How the best do it 5 resources → The person who uses our product every day is not the person who pays for it. Which one is the ICP? Neither, on their own. The ICP is the company you want, and inside it you have to name two people: the user who feels the pain and the buyer who ow... Breaking into GTM 4 resources → Every deal seems to have five people in it. Who actually signs, and who am I wasting time on? In B2B almost nobody signs alone. You are usually dealing with a champion who wants it, an economic buyer who can release the money, a security or ... Breaking into GTM 3 resources → Our CRM says we lose on price. I do not believe it. How do I find the real reason, and what does it say about who we should be selling to? Price is what a buyer says when they do not want to explain the real reason, and reps write it down because it is not their fault. The fix is ungla... Doing the work 3 resources → We are a marketplace with buyers on one side and sellers on the other. Which side is the ICP? Both eventually, but only one at a time, and it is whichever side is scarce. Pick the constrained side and make it your ICP for now, because the ot... Leading a GTM team 4 resources → We are winning in one segment. When is it right to add a second ICP, and how do I know we are not just bored? The honest signal is not excitement, it is repeatability. You have earned a second ICP when a rep who is not the founder can predictably find, win ... Leading a GTM team 4 resources → We are opening a new market, the US or Southeast Asia or the Gulf. Do we carry the same ICP across or start again? Carry the problem, redo the profile. The job your product does usually travels, but company sizes, who owns the budget, what counts as expensive, h... How the best do it 5 resources →
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