By the end of this lesson you will be able to pinpoint exactly which person (or pair of people) you must win inside any target company and choose ICPs where your “champion” and “economic buyer” are either the same human or an easily-mapped duo.

1 │ Why “the right company” isn’t enough

You already know which companies fit your Ideal Customer Profile. But every company is a small society: pick the wrong resident and even a perfect ICP stalls out.

Flashback: I once chased three Seed–Series A startups who all begged for a cleaner analytics stack. My contact each time?...