Rebuilding the ICP for a B2B SaaS Sales Team

The situation

A B2B SaaS company had a sales team hitting quota some months and missing it badly in others. The pipeline volume looked fine — the composition didn’t.

What we found in the audit

Marketing’s lead definition matched the product description on the website. It didn’t match the buyers who actually stuck around past the first renewal. The two groups overlapped less than anyone expected.

What we changed

We pulled twelve months of closed-won and closed-lost deals, interviewed the sales team about which conversations felt easy versus which felt like convincing, and rebuilt the ICP around renewal behavior instead of initial deal size. The core value proposition got rewritten around what the renewing buyer actually cared about — which wasn’t the feature marketing had been leading with.

This is a sample case study included to show the shape of our work — not a verified real-client result. It will be replaced with real, attributable outcomes as they’re delivered.

"This is a sample case study — illustrative of how we approach a strategy engagement, not a real client result. Replace with a verified outcome before publishing."

Illustrative example — Not a real client