When the ICP Moves, PreSales Pays the Bill [68]

Show notes

A one-line strategy slide can redirect an entire go-to-market motion, but the retraining, domain language and demo assets all land on the SE leader. Nate argues for naming a second ICP as insurance long before anyone asks for it, and Ava pressure-tests whether a twelve-person team can afford that hedge.

What Nate and Ava discuss

• Why the decision takes an afternoon and the go-to-market consequence takes four quarters
• Domain depth as the real cost driver — some switches are cheap, deep vertical expertise doesn't transfer
• Re-messaging toward margin buys time; a second ICP with real deals behind it buys survival

The move

Name your second ICP now, assign two SEs to it, and run one live deal a quarter in that segment even when it's a stretch. After every call, write down the words your team didn't understand — that list is your enablement plan.

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