Buyer vs user

The person who pays is often not the person who uses it, and they care about different things.

Example

The ops manager uses it daily; the finance director signs the contract.

In B2B, building only for the user gets you love and no revenue. Selling only to the buyer gets you a contract and churn.

ICP (Ideal Customer Profile) — A precise description of the customer who gets the most value from your product and is easiest to reach, sell and keep.
Persona — A short profile of a representative user — their role, goals, constraints and what they currently do instead.
B2B sales — Selling to organisations, where several people are involved and budget is approved rather than spent.

Defining your ICP — The customer who gets the most value and is easiest to reach. If your definition does not tell you where to find them tomorrow, it is not specific enough. (12 min)
Buyer versus user in B2B — The person who uses it is often not the person who pays. Building only for the user gets you loved and unpaid. (10 min)
Running a discovery call — A structure for the first real sales conversation, and how to end it with a next step that actually exists. (12 min)