Matteo Tittarelli warns that skipping foundational work like defining ICPs and competitive positioning to chase quick pipeline leads to weak results. Build your messaging and value proposition first, or generic AI content will tank your sales.
To add my two cents to this, you know, like as myself as a PMM consultant, I get so many clients that they want to skip all these foundational investments into ICPs and personas. They just want the pipeline. You know, everyone wants money. You know, we're all in business here. No, we get it. But if you— there's way to go to market and other ways to go to market. If you skip this foundational exercise of understanding your ICP, your competitor, uh, competitive landscape, and, uh, using these datasets to then build your own messaging, your own value props, your own brand story, and all the good stuff, you know, like then you're just gonna go with a bunch of AI slop and you're not gonna get your your pipeline. So let's think, let's, let's invest in this content, you know, like not just to plug my consulting services in, but, you know, it is, you know, like again, Zach customers also like speaks for themselves, right?
Roll Claude out from one laptop to the whole GTM org | Sam Gong & Zach Vidibor
