'Anyone who could use what we sell' isn't an ICP, it's the absence of one. Here's what a real customer profile looks like for a manufacturer, and what it costs you to keep guessing.

Most manufacturers celebrate when a deal closes. What happens next is where they quietly lose ground. Here's what marketing should own after the deal closes -- and why most companies aren't doing it.

What happens when your biggest account shifts strategy overnight? Most manufacturers find out the hard way. Learn how to build a diversified pipeline before the house shakes.