One SaaS team we worked with thought their ICP was “startups with 50+ employees.” On paper it sounded fine. In practice that’s not an ICP, that’s a category. Their outbound flopped. Their content was generic. Their investors started pushing for “more marketing.” When we studied their first 12 paying customers, a pattern emerged: every single one was an ops manager in a logistics company wrestling with compliance chaos. Visit- https://www.groie.io/blogs/go-....to-market-vs-marketi
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