B2B Customer Discovery Framework

When Sales, Product, and Marketing have different ICPs in their heads, messaging is misaligned, features miss the mark, and deals stall. This template walks your team through four interconnected discovery layers: firmographic ICP profile, buying committee map, primary persona, and pain point graph. Built from Allyson Letteri's B2B customer discovery methodology, it covers what most ICP templates skip entirely — the full buying committee, including the champion who carries the internal sale, the economic buyer who signs, and the blocker who kills deals. The Pain Point Graph maps severity × frequency so you know which problems to message first. For VP Marketing, Head of Marketing, and founder-led GTM teams at B2B companies (Seed–Series B) aligning their go-to-market strategy.