How an ICP rewrite got us off the $50k MRR plateau

stuck at 50k MRR for 7 months. classic. tried more ads, tried lowering price, tried a new pricing page. nothing moved. the actual problem was our ICP doc was 3 years old and we hadn't read it once in that time. our top 10 customers from the last 6 months looked nothing like the persona we were targeting. spent a week with the sales team going through every deal closed in the last 12 months. looked at title, company size, what triggered them to look, what they almost bought instead. new ICP was 80% different. different titles, different industries, completely different trigger event. rewrote the homepage, rewrote the cold outbound, killed 2 ad campaigns. next quarter we hit 78k. wasn't more spend, wasn't a new feature. it was finally talking to the people who were already buying.