Segmentation
Who sales should chase.
ICP definitions and disqualification criteria by tier, region, and maturity.
Product marketing · Facilio
The messaging machine behind a complex B2B SaaS sale.
Facilio’s product had to mean something different to each buyer: a regional FM trying to win marquee clients, an IFM expanding across the Gulf, or a legacy operator replacing a system they had outgrown.
one product · many stories
The brief
Same product. Very different stories. Every buyer needed a doorway.
My job was to build the messaging architecture that made each segment land: ICP definitions, pain points, switching narratives, customer proof, and value propositions mapped to real GTM motions.
ICP
Who sales should pursue, nurture, or disqualify across regions and maturity levels.
Message
The story each segment needed before they would see CaFM as a growth problem.
Motion
En masse for one tier, ABM for another, proof-led switching for legacy operators.
Framework 01
Define who you are actually selling to before writing the pitch.
The IFM market is not one market. It is a tiered ecosystem of companies at very different stages of maturity, with different buying triggers, tech stacks, and competitive anxieties.
Framework 02
Four layers. Built per segment. From market force to closed deal.
For each customer segment, I built a four-layer messaging flow: market driver, nexus, problem pitch, and solution pitch. It let sales start where the buyer already felt pain, then trace it back to the infrastructure gap.
The key insight
Customers did not call it a CaFM problem. They called it growth.
They described sales problems, retention problems, and operational problems. The messaging had to start there, then make the infrastructure gap obvious enough to change the conversation.
From “upgrade your software” to “your tech stack is holding your growth back.”
That shift gave SDRs, sales, and marketing a sharper opening. It connected lost RFPs, client retention, reporting expectations, and scaling without headcount to the same root cause.
Output
An internal GTM handbook that became the source of truth.
hover over them! :)
Sales enablement
Stories reps could use.
Messaging flows, prospecting triggers, persona guidance, and switching narratives.
Positioning
Proof matched to buyers.
Customer proof points and case studies mapped to the segments that needed them most.
what this shows →
B2B SaaS product marketing, ICP definition, multi-vertical messaging architecture, GTM strategy, and positioning for complex products.