Winning in a Risk Averse Market | RevvedUp Weekly

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Over the last few years, every business leader has had to navigate rapid macro shifts in their operating environment: Covid, rising interest rates, tariffs and economic uncertainty, the rapid rise of AI to name but a few.

This has had a profound impact on both buyers and sellers, fundamentally changing how they interact.

You’ve probably seen the symptoms.

It’s harder than ever to predictably build qualified pipeline; yet pressure to ‘do more with less’ has never been greater.

The question is: what’s driving these issues; and what can be done to overcome them?

In today’s post, I lay out the key shifts in buyer-behaviour that is leading to a misalignment with most existing go-to-market strategies.

And I share the 3 pillars to rebuild the approach to success in the short and long-term. 

Want to get ahead of the competition in the second half of the year? 

Dive in!

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Resources too good to miss!

This week on ICP in Action: Real-World Tactics to Define and Reach Your Sweet Spot, we’re bringing the messy, nuanced truth about ICPs to the surface — and cutting through the noise with three seasoned go-to-market pros: Ben (software engineer turned GTM strategist), Florence (CRO at General Index with deep CMO roots), and Mark (a CRO-turned-founder who’s wrestled with ICPs at every stage of growth).

In this episode, they tackle the real-world tension between strategy and execution, including:

✅ What happens when the CRO and CEO are chasing different ICPs — and how to fix it
✅ Why “anyone who wants to use AI” isn’t good enough
✅ How to dig into churn, expansion, and cost-to-serve to find your best-fit customers
✅ The role of qualitative signals (like sales calls) vs. CRM data in refining your ICP
✅ When to prioritize depth over breadth — and how focus fuels scale

If your ICP feels like more of a theory than a shared north star — or your team’s pulling in different directions — this episode is a must. ICP in Action is your tactical playbook for aligning product, marketing, and sales around the customers that actually matter.

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