Most revenue teams think they know their market. They don't.
On average, companies are missing 60% of their true ICP - qualified accounts that sit just outside your traditional filters, that your competitors likely aren't working either.
That's not a pipeline problem. That's a definition problem.
Our live session with Goodfit breaks down why filter-based ICPs are fundamentally broken, what a modern market definition actually looks like, and how leading revenue teams are replacing outdated proxies with real qualification at scale.
Why attend?
Your ICP isn't just a targeting tool, it's the foundation of your entire revenue model.
If it's built on the wrong assumptions, everything downstream suffers, including your pipeline, win rates, and forecasts.
This session will give you the clarity and framework to:
- Learn why employee count, industry, and geography aren't buyer signals, they're shortcuts, and what to use instead.
- Discover how to define your true ICP using the customers you've already won.
- Find out why your addressable market changes by up to 10% every month, and how to keep pace.
You'll walk away with…
A sharper market definition
Understand the difference between filtering for your market and actually qualifying it and why that distinction is costing you deals.
A practical rebuild framework
Get a step-by-step approach for replacing proxy-based filters with a market definition that reflects how your business actually wins.
Confidence in your pipeline coverage
Stop leaving qualified accounts on the table. Leave with a clear view of who your real ICP is and how to reach them at scale.
Meet your speaker
Adam Kay, CRO, GoodFit
Adam is a multi-time CRO who scaled payments unicorn Paddle from £0 to £100m ARR. He now leads the commercial function at GoodFit, where he's redefining how modern companies go to market. If you're building a revenue motion in 2026, this is someone worth listening to.
