Article

How to build your GTM strategy from scratch

Kyle Poyar · Growth Unhinged Freemium Intermediate

Poyar's framing that you need a rough early customer profile before you can earn a real ICP is a useful corrective for founders who try to write the perfect document too soon. It walks through how the profile should sharpen as you get more data, which is the same quarterly revisit discipline your short answer calls for. Grounded in patterns across many B2B SaaS companies he has advised.

  • Your first customer profile is a rough hypothesis, refine it as data comes in, don't wait for certainty.
  • GTM strategy should follow from the ICP, not the other way around.
  • Revisit your ICP at defined checkpoints as the company grows, not only when something breaks.
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The question it answers

  1. How do I keep my whole team aligned on who our ideal customer is once we start hiring?

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