Cinematic image of a business leader standing at the center of a circular stone maze, illuminated by a warm glow while the surrounding labyrinth fades into fog. The visual symbolizes confusion in traditional B2B segmentation and the discovery of clarity through the Minimum Viable Segment (MVS) and Jobs-To-Be-Done (JTBD) insights. Used as the hero image for the article ‘Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything.’
Emmanuel Obadia Go-To-Market, Marketing, Our Blog, Product Growth, SaaS Business, Strategy, Leadership & Management

Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything

Most B2B segmentation looks great on a slide—but fails in the real world. After interviewing dozens of finance and reporting leaders, a simple truth emerged: people don’t buy because of their ICP profile; they buy because of the moment they’re in. Traditional segmentation ignores the struggling moments, triggers, and thresholds that actually drive decisions. This article explains why most segmentation frameworks break—and how identifying your Minimum Viable Segment (MVS) transforms pipeline, messaging, and growth.

Emmanuel Obadia AI, Demand Generation, Marketing, Our Blog, Product Growth, SaaS, SaaS Business, Strategy, Leadership & Management

Top 10 SaaS Go-To-Market Mistakes: A Founder’s Guide to Success

A critical mistake founders make is hiring a VP of Sales who cannot independently demo the product from day one - if they need an engineer or solutions architect to run the demo, do not make that hire. Other pitfalls include misaligning marketing hires like bringing on product marketers expecting them to drive demand gen, founders exiting sales prematurely even with an experienced sales leader, slashing marketing budgets to zero which starves the pipeline, ignoring disruptive AI trends that competitors are embracing, prioritizing short-term profitability over maintaining a growth rate above 30%, hiring fractional or bitter talent lacking full commitment, hiring for prestigious logos over true startup skills fit, expecting instant ROI from longer-term marketing efforts like brand building, and turning customer success into an upsell team at the expense of retention and satisfaction

Emmanuel Obadia Marketing, Our Blog, Strategy, Leadership & Management

Sales & Marketing Alignment: It takes two to Tango! 2nd Step: Why does it matter?

Sales & Marketing Alignment: Why does it matter? Customer Centricity, Job-To-Be-Done, Growth, Content and Messaging, OKRs

Emmanuel Obadia Customer Experience (CX), Digital Transformation, Marketing, Our Blog

Sales & Marketing Alignment: It takes two to Tango! 1st Step: Markets change faster than Organizations

Sales & Marketing Alignment: It takes two to Tango! Markets change faster than Organizations. Buying Journey changed, B2ME customer experience,

Emmanuel Obadia Demand Generation

What Salespeople Need to Know About the New B2B Landscape

Forget the funnel and the classic AIDA model, what a colleague of mine describes as "disrupt the linearity", buyer's journey aren't linear anymore.  It's about being closely aligned between sales and marketing, in a smart and adaptable combination of in person and on line relevant activities, of course customer obsessed. It's no longer an "OR", … Continue reading What Salespeople Need to Know About the New B2B Landscape