An executive perspective on why early sales qualification often backfires, how MEDDIC is misapplied, and what GTM leaders can do to create value before qualifying buyers.

Not all ARR is equal. Discover why high-revenue customers can drain resources, and how top GTM teams reverse-engineer their book of business to redefine ICP, messaging, personas, and qualification for scalable growth.

In most organizations, this problem is identified far too late . Teams sense that something isn’t working - but they look in the wrong direction. By the time leadership realizes the issue isn’t skills, it’s already expensive to fix. Headcount has been churned. Tools have been swapped. Processes have been “tightened.” And still, nothing moves. This article is meant to help TOFU teams identify overqualification early  - and remediate it before it calcifies into a systemic failu