Is your ICP built on buyers who no longer exist? Download the eBook and find out if your ICP is built for the market you are in now. Most marketing teams do not have a pipeline problem. They have a targeting problem. The four dimensions that built B2B ICPs for the last decade - industry, company size, geography, job title - now describe a buyer landscape that has moved on. The committees are bigger, the buying journey starts earlier, and the signals that predict conversion are nowhere in your current data.
Most ICP frameworks tell you how to define your buyer. This one tells you why your current definition is wrong, and what is happening in the buyer landscape that your data has not caught up to.
If your ICP has not been rebuilt in the last six months, the chapters that follow may be uncomfortable. That is intentional.
