Deals stall, and nobody can say why.
Pipeline looks fine. Deals take longer, stall at proposal, and close less than they used to. Lots of volume, very little value.
IDEAL CUSTOMER PROFILE WORKSHOPS FOR B2B COMPANIES, $3M TO $50M
FIND THE RIGHT CUSTOMER.STOP CHASING SHINY LOGOS.
Your leadership team, your CRM data and someone outside the company running the room. Three sessions, one scoring sheet that shows which accounts are worth focusing on.
We're wasting less time chasing customers [who] are unlikely to do business with us, and we're spending our time on the ones that will.
Paul BechtoldCEO, HydraMetrics
Trusted by software, services, industrial and energy companies, Series A to $250M
Great product. Real revenue. Throwing darts.
CEOs call me when the product works, the revenue is real, and something changed. A new market, a new product, a new partner channel. Now you're chasing everything at once, and every leader gives a different answer to the same question: who are we for?
Logos come in. Logos go out.
Customer success gets blamed, so the team goes to work on onboarding. The decision that caused it happened before the contract was signed.
Five leaders, five answers.
Marketing built personas that live in a Drive folder nobody opens. Sales chases the shiny logo, or whatever pays their comp. The CEO wants the name the board recognizes.
Stop guessing. The answer is already sitting in your own won, lost and churned accounts.
Meet Maria, founder of MKT Velocity
I've sat in that room
I carried the pipeline number as VP of Global Marketing through eleven acquisitions at a $250M public company, and before that at a Series A startup. Every time growth stalled, it traced back to one thing: we had never really agreed who we were for. Now I bring the exec team together, review the CRM data, and build a model that scores accounts and predicts fit.
15+ years leading B2B go-to-market11 acquisitions integratedSeries A to $250M$6B IPOGTM OS Certified Partner
More about me
Companies with a well-defined ideal customer profile are:
50%more likely to acquire customers
30%more inbound pipeline
67%more likely to exceed quota
Source: GTM Partners research
Here's the process
One audit I run first, then three working sessions. Then a clean hand-off.
- Pre-work · Async
Before we meet · ICP audit
I review your website, pricing page and key assets, and write up where your message and target disagree.
- Workshop sessions
Session 1 · Brainstorm
Your leadership team and CRM data reveal the patterns behind your best customers.90 minutes, your exec team at the same table.
Session 2 · Put a number behind your gut feel
We pressure-test the first-draft scoring model together against real accounts.
Session 3 · Validate
We refine the model using customers, churned accounts and open pipeline, then decide where your team will use it.
About three weeks. One session a week, 90 minutes each, plus light homework between them.
What you walk away with
TODAY → AFTER THREE SESSIONS
Different answers to the same questionOne answer, agreed at the same table
"We sell to mid-market SaaS"A definition with numbers behind it
Chasing every leadKnowing which deals are worth your time
Scored ICP model
your characteristics and variables, weighted and tested against real outcomes
ICP reference doc
your ideal customer in plain English, with your disqualifier list and your intent signals
Website and messaging recommendations
what the sessions surfaced, turned into the specific changes to make to your pages, with the copy to make them
Building the GTM engine deck
what you built, what it proved, and the next 90 days
In session three we pick where the score gets used: your CRM, your website, your sales calls or onboarding.
Book a callWhat clients say about working with me
Usually selling more than one way: direct and partner, self-serve and sales-led, or several segments at once.
"a customer that we've been meeting with for around eighteen months... we'd built a great rapport with them, and they hadn't bought anything. And now we came to them with new messaging... they were immediately responsive... and we just closed the first deal with them."
"since we made the shift comparing August and most part of September with the same period last year, our revenue is up. Around 130%, more or less."
"I think the fact that the 3 of us gave you different answers to the same question is probably the reason why we needed to work with you... having you come in and kind of put all of our thoughts together into one was really helpful."
What leadership teams say about this work
This workshop uses GTM Partners' ideal customer framework, and I'm a GTM OS Certified Partner.
"TRM gave us the discipline to stop spreading named accounts across reps based on opinion. We're setting a minimum ICP score threshold so RevOps only allocates best-of-the-best accounts, so the whole team runs at the right targets."
"The GTM OS gave us the strategic clarity we desperately needed. We narrowed our ICP, sharpened our messaging, and doubled down on what works... saving us countless hours and misallocated resources."
"We realized our problem wasn't just pipeline... it was retention. Logos were coming in and logos were going out. When you see that clearly, you stop pretending growth will fix itself."
"...we were still letting old habits drive where sales spent time... even when Salesforce made it obvious we were working bad-fit deals."
"One of the big realizations for us was that we had set the bar too low on qualification. We were generating volume, but not necessarily value."
"If a rep is chasing a low-fit deal, the question becomes immediate: 'Why do you believe this will close?'... and that drives better focus."
Three ways in
Your target market is the one decision everything else depends on.
ICP Audit
Where your public picture has drifted from the customer you actually want.
3 business days
- Your website, pricing page and 2 to 3 key assets, read against your stated ICP
- Where the message and the target disagree, quoted line by line
- Who you appear to be talking to, versus who you say you want
- A 30-minute walkthrough
You'll walk away with a clear read on whether your targeting or your messaging is the actual problem.
$250
flat fee, no call required to get started
Start with an auditGTM Planning
For leadership teams of at least three, CEO included, who want a 90-day plan before 2027 starts.
- Two 2-hour working sessions
- A written readout
- A ranked 90-day project list, plus what you won't take on.
$999
5 spots, closes Monday, October 19
See GTM PlanningThe ICP Reset Workshop
For teams where sales, marketing and leadership have different answers about who the best customer is.
3 weeks
- ICP audit, run before we start
- Three working sessions of 90 minutes with your exec team
- Scored ICP model, pressure-tested live against your own accounts
- ICP reference doc with your disqualifier list
- Website and messaging recommendations
- Building the GTM engine deck
You'll walk away with one scored target your whole team executes against, and a scorecard your reps use before sales time goes in.
Starting at $13,000
three weeks, fixed scope
Book a callThis probably isn't for you if
- You're early-stage and still finding out who buys. That's a different problem, and this isn't the tool for it.
- Your CEO won't be in the room. Every engagement that worked had the CEO there start to finish.
- Sales, marketing and success already agree on who the best customer is, and the data backs them up. In that case you don't need me.
The teams I do my best work with have a proven product, more than one way of selling it, and a nagging sense that the target they set a few years ago has stopped fitting.
Questions people ask
You could. Most teams try, and end up asking the same questions they always ask. Tas Bober, founder of The Scroll Lab: "it almost took someone else saying it to me to be like, oh, yeah, you're right." Here you get a framework built from hundreds of B2B teams, someone outside the company running the room, and a scoring sheet in three weeks that goes into your CRM.
Those build you a list. A list is only ever as good as the characteristics you feed it, and those characteristics are the part nobody has written down. Starting from your best customers is the right instinct, and a good RevOps team can get part of the way there from the data alone. What the data can't give you is the half that only comes up in conversation, the things your team knows and has never said out loud. It also doesn't get everyone onto the same definition. RevOps can build a list and sales can work it while marketing is running on a different one, the partner team on another, and the CEO on a fourth. Three sessions in a room fixes that, and then the tools do what they are genuinely good at.
Every characteristic scores on a numeric scale tied to what an account actually does after it signs, rather than a letter grade somebody assigned by feel. That is what lets the model settle an argument in a pipeline review instead of starting another one. We build your version of the scale together in session two, and adapt it to how you make money.
Yes. I facilitate every session myself. There is no junior consultant and no hand-off.
No, it changes its shape. The same characteristic can score well for one segment and badly for another, which is the model doing its job. Most companies start with one segment and extend from there. We decide that in session one.
Most teams do. Stockpress did too: "we were kind of going around in this infinite loop of adding ICPs, removing ICPs, being a tool for everyone, being a tool for 3 people." The question is whether yours is a scored model built from your own won, lost and churned accounts, or a paragraph about industry and company size.
Different job. A fractional CMO runs marketing. This is one decision underneath marketing, sales and delivery, and it takes about three weeks instead of a salary.
That comes up. Paul Bechtold's answer, after his own team went through it: "there's always a little bit of resistance in an organization... But after a couple of meetings, I think that everybody saw the value and saw the need"
The workshop ends with a decision about where the model lives, and a plan for getting it there. Building scoring fields in Salesforce or HubSpot is a separate engagement, and for a small team it's usually not the right first move.
Yes. It has run at a water efficiency company selling through a partner channel, a marketing consultancy selling projects, and a SaaS platform with an entry-level tier. If you sell projects rather than subscriptions, churn isn't your problem, and the scale gets re-cut around whether good first projects turn into second ones.
Stop guessing who you're for.
Start with a $250 audit of your website and key assets. Or book a call if you're ready for the workshop.
Three sessions. About three weeks. One scoring sheet your whole team uses.
Not sure which? Start with the audit. In 3 business days you'll know whether your targeting or your messaging is the problem.