01 · GTM
What is a go-to-market strategy?
A go-to-market (GTM) strategy is the cross-functional blueprint for how a company brings its offering to market, captures revenue from a defined customer segment, and builds a repeatable growth engine.
It aligns product, sales, marketing, and customer success around one target buyer, one value proposition, and the most efficient path to revenue. A GTM strategy is broader than a marketing plan and more durable than a launch checklist: it defines who you sell to, what you promise, how you reach them, and which metrics prove the motion works.
Read the B2B GTM Playbook02 · ABM
What is account-based marketing?
Account-based marketing (ABM) is a B2B strategy in which sales and marketing coordinate personalized, multi-channel engagement around a defined list of high-value target accounts rather than pursuing broad lead volume.
ABM treats each account as a market of one. Instead of counting MQLs, it measures account engagement, buying-committee coverage, and pipeline created inside the target list. Most mature B2B organizations run ABM alongside demand generation: demand gen builds reach, ABM concentrates effort where the revenue is.
Read the ABM Playbook03 · ICP
What is an Ideal Customer Profile (ICP)?
An Ideal Customer Profile (ICP) is a precise description of the type of company that gets the most value from your offering and delivers the most value back — defined by firmographic, technographic, behavioral, and economic criteria.
In sales, the ICP is the filter used to score inbound leads, build outbound lists, disqualify poor-fit deals early, and forecast accurately. It describes the account, not the individual. Build it from closed-won, closed-lost, churn, and expansion data, then validate it against the next twenty opportunities.
Read the ICP & Segmentation Playbook04 · Persona
What is a buyer persona?
A buyer persona is an evidence-based profile of a specific role inside the buying committee — their responsibilities, goals, pressures, decision criteria, objections, and preferred information sources.
Personas answer who you need to influence inside a target account, while the ICP answers which accounts to pursue. Strong personas come from customer interviews, win/loss calls, and CRM evidence — not demographic guesswork — and they directly shape messaging, content, and sales enablement.
Read the Persona Insights Playbook05 · DMU
What is a buying committee in B2B sales?
A buying committee is the group of people inside a target account who collectively approve a purchase — typically an economic buyer, a champion, technical and security evaluators, and one or more potential blockers.
Complex B2B deals are rarely decided by a single contact. Coverage of the committee — how many of the required roles you are actively engaging — is a stronger predictor of deal progression than total contact count in the account.
Read the ABM Playbook06 · Tiering
What is account tiering?
Account tiering is the practice of splitting a target account list into levels of investment: Tier 1 one-to-one, Tier 2 one-to-few, and Tier 3 one-to-many programmatic.
Tiering matches personalization depth to revenue potential so that limited resources concentrate where the return is highest. Tier 1 usually holds 10 to 50 named accounts; beyond that, quality of engagement degrades unless the team expands.
Read the ICP & Segmentation PlaybookWant these applied to your business?
The playbooks go deep on each discipline. If you would rather talk it through, we can map your growth system together.