Blog - Midday Advisors

The K-12 ICP Problem: You Know Who to Target. You Don’t Know How They Buy.
Most ideal customer profile frameworks were built for B2B SaaS companies with short sales cycles and single decision-makers. K-12 education companies have imported those frameworks wholesale, and are systematically misreading their own market as a result. The typical K-12 ICP describes a district: enrollment size, grades served, funding type, geography, poverty index. It’s a firmographic…
Read more: The K-12 ICP Problem: You Know Who to Target. You Don’t Know How They Buy.

K-12 Education Marketing Doesn’t Need More Content. It Needs More Clarity.
If your marketing feels heavy and nothing seems to be landing, the instinct is to produce more. More blog posts. More case studies. More emails. More social content. That instinct is usually wrong. I’ve worked with education organizations that are constantly publishing newsletters, one-pagers, webinars, and social posts but generate almost no pipeline. Not because…
Read more: K-12 Education Marketing Doesn’t Need More Content. It Needs More Clarity.
Why So Many Education Organizations Struggle With Marketing, and What to Do Instead
The K-12 education market has changed significantly in the last five years. Most education organizations’ marketing hasn’t. I keep hearing versions of the same conversation. The team is working hard. The content calendar is full. The product is strong. But the pipeline is quiet, and leadership is starting to ask questions. The problem usually isn’t…
Read more: Why So Many Education Organizations Struggle With Marketing, and What to Do Instead
How to Win More K-12 Education RFPs: Build a System, Not a Response
Most education companies treat RFP responses as a writing problem. The ones that win consistently treat them as a systems problem. The difference shows up the moment a bid lands. At organizations without a system, the same fire drill plays out every time: someone forwards the RFP to a list, people scramble to pull content…
Read more: How to Win More K-12 Education RFPs: Build a System, Not a Response
Your K-12 Go-to-Market Strategy Isn’t Broken. It’s Built for the Wrong Market.
A go-to-market strategy that works in SaaS or standard B2B doesn’t translate to K-12 education without significant rework. The market structure is different enough that the standard playbook, identify your ICP, build a funnel, run demand gen, produces very different results here than it does elsewhere. Most education companies figure this out the hard way.…
Read more: Your K-12 Go-to-Market Strategy Isn’t Broken. It’s Built for the Wrong Market.
When K-12 Marketing Stalls, the Answer Usually Isn’t a Full-Time Hire
When marketing stalls in a K-12 education company, the instinct is to hire. Get a senior marketing leader in the building. Give them ownership. Let them figure it out. It’s a reasonable instinct, and it’s often the wrong move. A full-time CMO hire in this market takes months to learn the rhythms that determine whether…
Read more: When K-12 Marketing Stalls, the Answer Usually Isn’t a Full-Time Hire
Former Teachers Who Move Into EdTech Sales Often Struggle — Until They Unlearn One Habit
Most education companies that hire former teachers to sell are making a smart bet. Former teachers know the problems their buyers face because they lived them. They have credibility in a district conversation that no amount of sales training can manufacture. A rep who once ran a third-grade classroom in a Title I school doesn’t…
Read more: Former Teachers Who Move Into EdTech Sales Often Struggle — Until They Unlearn One Habit