Fabricant Blog

Insights on GTM operations, ICP management, and building scalable revenue systems.

Coverage vs. Targeting

By Jack Klingbiel

Coverage Against the Wrong Accounts Is Worse Than No Coverage

I never carried a bag. My job was the other side of the table: getting sales teams to 4-5x pipeline coverage against the number. So I learned something about coverage that doesn't get said enough. A full board can still miss the quarter, and when it does, the room goes hunting for an effort problem that isn't there. The real issue is targeting: a slice of that coverage was never going to close. Here's why that's worse than no coverage at all, and what I'd want in that seat instead.

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The Drift Tax

By Jack Klingbiel

The Drift Tax

I keep watching companies sell to the wrong accounts and not realize it yet. Reps burn weeks on deals that won't close, marketing spends against the wrong list, and the bad-fit accounts that do close turn into the customers you most regret. It's the same story at company after company: the ICP was set once and quietly went stale. Here's what that drift actually costs, and what a living ICP looks like instead.

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Have a GTM problem you're wrestling with?

We write about what we see in the field: ICP drift, coverage, and the operating habits that keep GTM teams aligned. If one of these hits close to home, let's talk through yours.

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