As founders, we encountered various challenges, one of the most critical is identifying our Ideal Customer Profile (ICP) amidst a sea of possibilities. Through trial and error, we've learned invaluable lessons that shaped our GtM strategy.


1. Spaghetti on the Wall: Identifying our ICP : Initially, our ICP discovery strategy resembled spaghetti thrown against a wall—customers across every imaginable segment. While you can do a fair bit of research to decide where to place your first bets, the real test is in the market. By evaluating customer feedback, analysing market trends, and understanding our product's unique value proposition and quickly pivoting, we identified the vertical with the highest potential.


2. Doubling Down on One Vertical - In the world of GtM, the first sale into a large enterprise account is often the most challenging. To overcome this hurdle, we made a strategic decision to double down on the vertical that showed the most promise. By establishing a strong foothold within a specific industry, we could build credibility and showcase our product's value, making subsequent sales in that vertical more manageable.


3. Understanding the Human Factor - While it may seem like we're selling to companies, at the end of the day, it's individuals whose jobs are on the line. Recognising the human factor in enterprise sales was a crucial lesson. We understood that decision-makers were motivated by personal success and reducing risk. By aligning our value proposition with their individual goals and demonstrating tangible results, we could alleviate concerns and establish trust.


4. Building Reference-able Customers - One of the most valuable assets in our GtM strategy was reference-able customers. These were clients who not only found success with our product but were also willing to serve as references for prospective customers. Reference-able customers became powerful proof points, lending credibility and trust to our brand.


5. Iterating and Evolving - GtM strategy is not a one-size-fits-all solution. It requires constant iteration and evolution. As founders, we learned to embrace feedback and actively listen to the market. By monitoring customer needs, market trends, and competitive landscape, we could adapt our GtM approach to stay ahead. The ability to pivot and refine our strategy based on real-world insights played a significant role in our success.


As you navigate your own GtM journey, remember the importance of focus, the power of personal connections, the impact of reference-able customers, and the need for continuous adaptation. By integrating these lessons into your strategy, you'll be well-positioned to thrive in the ever-changing business landscape.


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