Key takeaways What Is an Ideal Customer Profile (ICP)? An Ideal Customer Profile is a detailed, multi-faceted description of the type of customer that is most likely to get results from your product and give you the best return on…
As 2025 draws to a close, one hard truth has become impossible to ignore across private equity: revenue is no longer predictable just because the product is good or the market is attractive. The companies that hit their targets this…
Over the past two weeks, I embarked on a whirlwind tour of three premier events across Silicon Valley and Las Vegas, gathering actionable insights from hundreds of top marketing and finance leaders. From dialogues at the GTM Leaders Society CMO/CFO…
In a PE-backed company, the ICP is the bridge between the investment thesis and what GTM can actually deliver. Get it wrong, and you cap retention and shrink the exit multiple.
Key Takeaways When private equity and venture portfolio companies require significant assistance building their marketing organization and infrastructure, where do they start? Do they have the time and resources to hire a full-time Chief Marketing Officer (CMO)? What about losing…
GTM Operating System principles have guided my work for years. For decades, I’ve been in the corporate trenches with CMOs, boards, and executive teams. I’m Alan Gonsenhauser, CEO of DemandRevenue, LLC. I’m an 11-times CMO and 3-times P&L General Manager…
GTM alignment exists when Sales, Marketing, and Customer Success agree on one number — the revenue target — and each can show how their activities map to it. Everything else is a kickoff meeting.
