SEO
How to Do Customer Research in the AI Era: 16 Rules
AI can write your survey. It can't get a stranger to tell you the truth. 7 rules for customer interviews and 9 for surveys, from Kalungi's research...
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Strategy & Planning
The GTM Foundation Sequence
Learn the crucial sequence for building a successful GTM foundation, emphasizing research first and messaging last to drive effective marketing...
ICP
What Most B2B SaaS Companies Get Wrong About ICP Triggers
Most ICP documents list triggers. Almost none of them are instrumented to a data source. That gap is the difference between a target list and a live...
ICP
Why Your ICP Is a Marketing Document (And Why That Is the Problem)
Most ICP docs live in the strategy deck and never reach the sales floor. That gap is not a communication problem. It is a structural one.
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 Here is how it should evolve, along with the signals that indicate it is already out of date.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.
