Understanding your ideal customers and how to sell to them

Fiona Lee:

You’ve probably heard this before: “What gets you to your first $50 million is not what’s going to get you to $100 million.”

We’ve thought about this truth a lot during the last few months as we’ve been going through our annual planning. As part of the process, we’ve spent a lot of time reviewing who we should be selling to these days, and how we should be selling to these customers. The process of defining your positioning strategy is not a one-and-done deal – in a crowded marketplace, it needs to be an ongoing exercise. And as the organization grows, the work involved to get teams aligned on who you’re selling to and how you’re selling is not something to be taken for granted either.

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