Let’s Go After The White Whale To Rebuild The Pipeline

In this episode of Pipeline Pioneers, Alex Grace, VP of Sales at Arta, returns with a masterclass in pipeline strategy. What happens when your ICP is overdefined? Alex walks us through how he inherited a total addressable market of just 130 companies, and what it took to expand it to over 2,000 viable targets.

From redefining ideal customer profiles, leveraging AI as a strategic assistant, to doubling down on high-ROI marketing and event investments, Alex shares real, unfiltered insights on how to scale a modern B2B pipeline, especially in industries still catching up with SaaS-level sophistication.

Key Takeaways:

• Why an ultra-narrow ICP can stall growth, and how to fix it
• Where AI truly moves the needle in pipeline generation
• Alex’s “100 penny” strategy: How he’d spend a limited budget to maximize pipeline ROI
• Lessons from the luxury logistics space that apply across industries

Whether you’re a sales leader, revops pro, or B2B marketer, this episode is packed with the kind of strategic thinking that turns pipe into predictable revenue.