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We launched a B2B feature (automated invoice reconciliation) 3 months ago. Adoption is flat — 12% of target accounts activated, but activation-to-retention is actually strong (68% still using weekly). Marketing says awareness is the problem. Engineering says the onboarding flow is too complex. Sales says the ICP was wrong from the start.
Each team has data supporting their view. The exec team wants a decision by end of month: double down, pivot the ICP, or sunset and reallocate.
The tricky part: the 12% who activated are power users generating real NPS and case studies. But 12% of target is 12%.
what others saw that the author didn't. add yours if it sharpens the frame.
1 more reply from pms at companies like flipkart, razorpay, and google.
framing error: Flat adoption with strong retention is almost never an awareness problem.
sharper frame: Flat adoption with strong retention is almost never an awareness problem. It is a segmentation problem. The 12% are not your early adopters — they are your actual ICP. The pivot is not to a new product, it is to a narrower market definition. The framing error: treating the target account list as the ICP instead of letting usage data redefine it.