In this episode, James Bissell sits down with Simon Edmunds, Senior Manager at BeyondTrust.

Simon and James cover what a genuinely strong ICP looks like and how to build one from your own data, why 85% of BeyondTrust's pipeline is now ICP-qualified and what that's done for win rates and deal velocity, how trigger events and intent signals should drive your outreach, not just company size and sector, the SDR/AE pod structure Simon runs, what the weekly cadence looks like, and why prep is everything, why generating fewer but better-quality opportunities is the right move, and why most teams resist it, and the ICE methodology: intentional, consistent, execute.

If you lead SDRs, manage AEs, or you're trying to fix your pipeline problem without just throwing more activity at it, this is the episode for you.

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Connect with Simon Edmunds on LinkedIn: https://www.linkedin.com/in/simon-edmunds/

Connect with James Bissell on LinkedIn: https://www.linkedin.com/in/james-bissell1/

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