We previously pitched the product to everyone in our network. Different industries, different deal sizes, different buying behavior. We could close one customer at a time but we couldn't close two of the same kind.
A repeatable sale is the proof that you understand a market. We didn't have one. So we picked the segment we understood best and rebuilt the pitch around their actual workflow.
Within a month our cold-to-demo rate was meaningfully higher. Same founders, same code, mostly. The difference was that we finally knew who we were talking to.