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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.

Outcomes-Based Contracting in K-12: What EdTech Vendors Are Learning and What’s Coming for Professional Development Providers
Districts are done paying for tools that don’t work. The question is whether the accountability model they’re building will actually measure what matters. Outcomes-based contracting (the practice of tying at least a portion of vendor payment to hitting agreed-upon student or program outcomes) has been growing steadily in K-12 for the past four years. As…
Read more: Outcomes-Based Contracting in K-12: What EdTech Vendors Are Learning and What’s Coming for Professional Development Providers
Innovation Strategy for Education Organizations: What It Actually Takes
“Innovation” is the most expensive word in K-12 sales. Not because it costs money to say but because it costs credibility every time it lands without evidence behind it. Walk the floor of any major education conference and count how many organizations describe themselves as “innovative.” The number will be high. The number of those…
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Why Your MQL Definition is Breaking Your Sales and Marketing Alignment
Most education companies and non-profits don’t have a lead generation problem. They have a definition problem — and it’s costing them every quarter. Marketing is hitting the number. Sales is ignoring the leads. And leadership is stuck in the middle, trying to referee a disagreement that both sides are right about. The culprit is almost…
Read more: Why Your MQL Definition is Breaking Your Sales and Marketing Alignment
Why K-12 Sales Pipeline Reviews Produce False Confidence (And What to Track Instead)
Your sales team has thirty active deals in the pipeline. Eight are in “advanced stages.” Two are closing this month. The forecast says the quarter will hit target. Then month ends, and the two deals slip. The eight don’t move. You hit 60% of goal. This isn’t a sales execution problem. This is a pipeline…
Read more: Why K-12 Sales Pipeline Reviews Produce False Confidence (And What to Track Instead)
The Two-Buyer Problem in K-12: Why Your Contract Win Becomes a Renewal Loss
When you win a K-12 deal, you usually celebrate closing the contract. The school board approved. The budget was there. Procurement is done. You won. But six months later, when implementation is underway, you realize something’s broken. The teachers aren’t using your product the way you designed it. Adoption is stuck at 40% fidelity. The…
Read more: The Two-Buyer Problem in K-12: Why Your Contract Win Becomes a Renewal Loss
Why K-12 Buyers Stop Responding — And When They’ll Start Again
The lead went cold. Three follow-ups. No response. Your rep marks it unresponsive and moves on. Six weeks later, the curriculum director emails asking if you’re still taking demos. Your rep has already recycled the opportunity. Someone else gets the deal. This happens constantly in K-12 sales — and it’s almost never about your product,…
Read more: Why K-12 Buyers Stop Responding — And When They’ll Start Again