In small, regulated markets with long sales cycles, focus isn’t a nice-to-have, it’s the difference between hitting revenue targets and stalling out entirely. This session explores how clear ICP definition, outcome-led positioning, and a disciplined GTM plan can drive revenue growth, even with limited teams, long implementation journeys, and enterprise-first selling motions. Drawing on experience building GTM from zero to meaningful revenue in a niche market with only a handful of competitors, Marcel will look at how to design a commercial strategy that prioritises the right buyers, the right problems, and the right execution model to win consistently over time. Key takeaways: - How to define ICPs and product outcomes that actually support long, enterprise sales cycles - Why focused GTM strategy matters even more in small, regulated markets with limited room for error - How to move beyond funnel thinking and apply a bow-tie approach that supports long-term delivery and growth - What it takes to build a clear, focused GTM plan that turns launches and execution into sustained revenue growth