Less Is More: Kristie Jones on Narrowing ICP, AI for Outreach, and the New Rules of Pipeline

In this episode of The Pipeline Pioneers Season 2, we welcome back Kristie Jones, Founder and Principal of Kristie K. Jones and author of Selling Your Way In. Kristie shares fresh perspectives on why a tightly defined ICP (even as narrow as 250 accounts!) is the foundation of a successful go-to-market strategy, especially for early-stage SaaS startups.

She dives into how AI is transforming top-of-funnel research and outreach, offering real-world examples of how tools like ChatGPT can turn hours of manual work into minutes of personalized outreach. Plus, Kristie plays the “100 Pennies” game, revealing where she’d invest across sales, marketing, product, and events in 2025 to generate the highest pipeline ROI.

Key Takeaways:

• Why less truly is more when defining your ICP
• How AI is reshaping pipeline generation with real, immediate value
• Where Kristie would actually spend her 100 go-to-market pennies in 2025
• Why discipline in targeting prevents costly product mismatches

Whether you’re a founder, sales leader, or marketer, this episode is full of practical insights you won’t want to miss.