ICP Is An Exclusion Tool

A deal can be valuable and still be off-ICP. The operating idea A usable ICP does not just describe who you want. It also excludes the accounts that are expensive to win with the current product and motion. In go-to-market work, PLG and SLG are not identities; they are operating choices tied to how a target buyer reaches trust. PLG is strongest when the product can create meaningful value quickly enough that usage becomes proof. SLG is strongest when the buyer faces real implementation, budget, or political risk and needs a human to reduce that risk. Many teams need a…

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