Playbooks

Breaking Bad News: A Founder’s Guide

Lak Ananth and William Smith

Most founders know how to convey the good news to their team and investors—that’s easy. But when it comes to delivering bad news, that’s where things can become much more of a challenge.

Playbooks

Covering Bases—The Buying Influences

Wikings Machado, Tomás Klausing, and Igor Marinelli

In the evolving world of B2B sales, a core concept that stands the test of time is “Buying Influences.” After creating your ICP, it’s critical to understand the different buying influences that will impact the decision-making process.

Playbooks

Taking Shots—Lead Generation

Wikings Machado and John Mao

While conversion is essential in sales, lead generation is a numbers game and your machine must be equipped to handle it. This article will be a how-to guide for building that machine. There are two main approaches to lead generation: inbound and outbound sales.

Playbooks

The Power of Precision—Crafting Your Ideal Customer Profile

Wikings Machado, Greg Bruggeman, and Paul Williamson

With an endless to-do list forming, finding the right place to start on go-to-market (GTM) can be daunting. While it may be tempting to begin hiring salespeople and pursuing customers, one crucial task needs to be accomplished first: defining your ICP.