GTM
The Five Tests Every B2B SaaS ICP Must Pass
Five tests separate a real ICP from a market segment with a title slide. Most SaaS teams fail at least one. Find out which ones.
Sales
The ICP Narrowing Ladder
Your ICP isn't a category. Climb the four rungs of the ICP Narrowing Ladder, from selling to everyone to the wedge that makes buyers reply in 3...
ICP
Why Acquisition and Expansion Need Separate ICPs
Most B2B SaaS ICP docs collapse acquisition and expansion into a single profile. Here is how to bifurcate your ICP correctly and why it changes...
ICP
Your ICP Has an Expiration Date: How to Know When It's Time to Rewrite It
Most SaaS teams treat the ICP as a permanent artifact. Here is how it should evolve, along with the signals that indicate it is already out of date.
ICP
The Anti-ICP: The Document Every B2B SaaS Company Needs But Almost Nobody Has Written
The anti-ICP, why it matters, and the three account archetypes that will drain your team if you let them in.
