Why your GTM is silently killing your startup
Most tech and cyber founders do not have a product problem. What is actually going wrong in go-to-market, and the frameworks that fix it.
Read the issueWolf Pack Power framework · Move 01 of 03 · ICP
The Prey
The first move is deciding who you are hunting. Without one shared Ideal Customer Profile, sales and marketing chase different accounts and effort gets spread thin.
The move
ICP: what it takes.
Identify the right prey. Get ruthless about your Ideal Customer Profile so every rep, campaign and dollar chases accounts you can actually win.
- Define who you win with, and who you don’t.
- Rank every account against one shared ICP.
- Stop spending on accounts you can’t win.
Expected outcome
One target list your whole team believes in.
Without it: Sales and marketing chase different accounts.
- Best-fit accounts
- Everyone else
How it connects
One of three moves, run in order.
- 01You are hereThe PreyOne target list your whole team believes in.
- 02Customer journeyThe TrailA journey every team can run, measure and improve.
- 03ExecutionThe HuntOne motion. One scoreboard. Clear owners.
Go deeper
From the Brief on this topic.
ICONIQ published its annual software growth report this month, and then did something unusual with it.
ICONIQ’s study of 137 software companies shows two populations instead of one curve, and a median that no longer works as a planning number.
Read the issue
FAQ
Straight answers.
The questions people ask before they book, answered plainly.
Identify the right prey. Get ruthless about your Ideal Customer Profile so every rep, campaign and dollar chases accounts you can actually win. Expected outcome: One target list your whole team believes in.
Without it: Sales and marketing chase different accounts.
Define who you win with, and who you don’t. Rank every account against one shared ICP. Stop spending on accounts you can’t win.
The Wolf Pack Power framework has three moves in order: The Prey, then The Trail, then The Hunt. The Prey is move 1 of 3, and it works together with The Trail and The Hunt.
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