ICP REDEFINITION & FOCUS
How a growth-stage SaaS company unlocked predictable revenue by narrowing its ICP,aligning GTM teams, and eliminating wasted market effort.
Case Details
Client: Growth-Stage SaaS Company
Engagement Type: Market & ICP Intelligence
Industry: B2B SaaS
Project Duration: 4 Months
Focus Areas: ICP Definition, Segmentation
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The Story
The company had achieved early traction across multiple customer segments, but growth began to stall as the business scaled. Marketing was targeting a wide audience, sales teams were pursuing deals across vastly different use cases, and leadership struggled to understand which customers actually drove long-term value.
As a result, sales cycles were inconsistent, win rates varied significantly by segment, and customer acquisition costs continued to rise. Despite increasing GTM activity, revenue outcomes became harder to predict.
WHAT TECHAIVV DID
We conducted a deep analysis of historical performance to identify patterns across the company’s best and worst customers. This included deal-level data, churn trends, expansion behavior, and qualitative feedback from sales and customer success teams.
- Analyzing closed-won and closed-lost deals across segments
- Identifying high-LTV customer profiles and repeatable use cases
- Mapping buying committees and decision criteria
- Defining primary, secondary, and excluded ICP segments
- Aligning marketing, sales, and customer success around a single ICP definition
The Results
The ICP reset immediately improved GTM efficiency and focus across teams.
Customer Reviews of the Case
“We were trying to be everything to everyone. Techaivv helped us make hard but necessary decisions about focus — and the impact on our pipeline and revenue was immediate.”
