N.Rich spent a year landing their first 10 customers - then watched most of them churn. Enterprise sales buyers expected instant leads from a product designed for 6-18 months of account-based relationship building. After raising $4M and burning it on 150 unmanaged SDRs, Markus Stahlberg's co-founder was diagnosed with cancer and died a year later. Markus rebuilt alone and invented a 220% commission model that finally cracked enterprise sales alignment.

Markus reveals how "dark attributes" like LinkedIn ad library data improved enterprise sales targeting, why reframing pricing as budget reallocation shortened B2B SaaS sales cycles, and the quarterly ICP iteration process that separates TAM from real buyers. His closing enterprise deals playbook shows how ABM companies can align sales and marketing teams.

N.Rich is a profitable ABM platform generating $5-10M ARR with 55 people across 25 countries. Markus rebuilt the company from near-zero runway after his co-founder's death.

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