In this episode, Mark Roberge, author of the upcoming book The Science of Scaling, breaks down why so many companies fail to evolve their Ideal Customer Profile (ICP) despite changing market conditions—and reveals the surprising truth: it's emotional decision-making, not data, holding them back.
Discover the game-changing "green, yellow, red" framework that separates truly ideal customers (those with high lifetime value) from those draining your resources, and learn how to strategically reallocate your team's efforts to maximize retention and expansion.
Plus, explore how getting your ICP right doesn't just boost sales—it aligns your entire organization, from marketing and product development to customer success, creating a powerful go-to-market engine that drives real scaling.
Mark Roberge is the founding Chief Revenue Officer of HubSpot, a senior lecturer at Harvard Business School, co-founder of Stage 2 Capital, and the author of The Science of Scaling and The Sales Acceleration Formula. He is widely known for helping companies design go-to-market systems that scale sustainably.
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Force Management resources on scaling predictably:
Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results.
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