Last week, we talked about why most outbound motions fail. Today, we’re fixing that by breaking down how to structure a go-to-market strategy and target the right customers.
Traditional ICPs 🤷🏼
I’ve seen teams spend weeks creating detailed buyer personas that look great in pitch decks but do nothing to help them find actual customers.
That 5-page ICP doc with demographic breakdowns, job titles, and persona names like “Enterprise Eric” or “Startup Sarah” is not helping you find or engage real prospects.
The way to create an ICP is to focus on identifying customers, not just describing them. Instead of outlining who they are in theory, define where to find them, what triggers their need, and how to engage them in a conversation.
For outbound to work we need to stop describing and start identifying and targeting clients in a structured, actionable way.
The Jobs-to-Be-Done Framework (the WHY)👷🏼
Instead of focusing on who might buy your product, think about why customers buy in the first plac…
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