Megan Killion argues that vague ICPs like "SMBs with 10-100 users" miss the real problem: MSPs lack revenue visibility and weak sales processes. Buying more leads won't fix what's broken in how you actually sell.
It's a revenue visibility problem. And before you spend more money getting leads, you need to know whether your existing opportunities are being worked properly. 'Cause if your sales process is weak, more leads are just creating more leakage and you can't outlead gen a broken revenue engine. Number 2, who should we actually be selling to? A lot of MSPs define their ICP as something like small to mid-sized businesses with 10 to 100 users. That's not an ICP, that's a mailing list.
