The fundamentals that scale revenue — and how to apply them.
Practitioner notes on go-to-market for venture-backed B2B SaaS — the ICP, pipeline, and revenue moves that hold while the how keeps changing.
Three pieces sit here, and they build on each other.
The ICP article is the foundation. If you only read one, read that one. Most of what goes wrong in a post-raise go-to-market traces back to not knowing precisely who you sell to, and it surfaces later as an unpredictable pipeline rather than as an ICP problem.
The five ways to drive incremental revenue is the frame I use to decide where effort goes. Four of the five depend on having the ICP right, which is why the order matters.
Go-to-Market in the AI Age is the newest, and the one founders ask about most. It separates what AI actually changed, which is the speed and cost of execution, from what it didn't, which is the thinking underneath.
I write these from engagements rather than theory. Each one is something I've had to explain enough times to a founder that it was worth writing down properly.
How to Build an Ideal Client Profile That Drives Predictable Revenue
Most companies don't actually have an ICP — they have a slide. Here's how to build a real one from primary research (interview the champion, not the founder), turn it into buyer-led CRM stages and a forecast you can trust, and the questions a VC or board should ask.
Read the article →The 5 Ways to Drive Incremental Revenue
There are only five ways to drive incremental revenue — more leads, better leads, higher conversion, shorter sales cycle, higher net revenue retention — and one thing that enables four of them. Plus revenue as a team sport, product-market fit vs go-to-market fit, and the four values of a revenue-centric culture.
Read the article →Go-to-Market in the AI Age: What Changes, What Doesn't
AI changed how revenue gets made completely — but the principles behind it didn't move. The fundamentals that survive AI, and the named tests to apply them: the ICP Howitzer, the 3-part post-PMF test, the Red-Team Test for moats, and the one T-shaped operator who replaces five specialists.
Read the article →