# ICP and list building

Defining who to sell to and building the list without wasting reps’ time.

Before any outreach there’s the question of who to target. These issues cover defining an ideal customer profile, mapping a market properly rather than running the same search as everyone else, and why reps shouldn’t be the ones building lists.

Defining best-fit accounts and mapping the market is the first step when [Tom’s agency, Advanced Client](https://advancedclient.io), builds a GTM system.

## Issues

- [You're probably emailing the same list as your competitors](https://thegtmgame.com/issues/you-re-probably-emailing-the-same-list-as-your-competitors) (12 October 2026): Most outbound lists get built the same way.
- [I speedran a full cold email campaign using only AI](https://thegtmgame.com/issues/i-speedran-a-full-cold-email-campaign-using-only-ai) (9 October 2026): I built an entire outbound campaign from scratch without opening a single spreadsheet or clicking a single filter. Everything ran through Claude Code with…
- [The 4 non-negotiables of any outbound GTM strategy](https://thegtmgame.com/issues/the-4-non-negotiables-of-any-outbound-gtm-strategy) (2 July 2026): Over the last few years I've seen thousands of outbound GTM strategies.
- [If your sales reps are list-building, you don't have a sales team](https://thegtmgame.com/issues/if-your-sales-reps-are-list-building-you-don-t-have-a-sales-team) (21 May 2026): Over the last few years I've walked into a lot of B2B sales teams.

## Podcast episodes

- [Why Value Beats Volume in GTM with Matt at Prospeo (Prospeo.io)](https://thegtmgame.com/podcast/why-value-beats-volume-in-gtm-matt-prospeo) (10 February 2026), with Matthew Putnam, head of sales at Prospeo

## Other topics

- [Outbound and cold outreach](https://thegtmgame.com/topics/outbound)
- [AI SDRs and automation](https://thegtmgame.com/topics/ai-sdrs-and-automation)
- [Signal-led selling](https://thegtmgame.com/topics/signal-led-selling)
- [Speed to lead and lead routing](https://thegtmgame.com/topics/speed-to-lead-and-lead-routing)

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