{"id":1081,"slug":"rule-match-pitch-to-firm-scale-by-revenue-band","title":"Rule: match the pitch posture to the firm's revenue band (4 bands: <$2M / $2M–$5M / $5M–$15M / >$15M)","kind":"rule","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["agency-methodology","gc-vertical","psychology-aversion","buying-committee"],"reference_body":"**Rule:** Calibrate the sales pitch to the prospect's revenue band. Four bands, four postures.\n\n| Band | Pitch posture |\n|---|---|\n| **Below ~$2M revenue** | Speak to the owner directly. Frame marketing in **identity-protective** terms (\"your craft deserves to be seen,\" not \"let's build your brand\"). |\n| **$2M–$5M** | Speak to owner-plus-spouse/office-manager. Frame marketing **operationally** (billing, reporting, cadence). |\n| **$5M–$15M** (Candid's commercial sweet spot) | **Buying-committee** approach with explicit operational, financial, and brand workstreams. |\n| **Above $15M** | **ICI-grade procurement** processes apply, often with formal RFPs and Construction Act-aware contract terms. |\n\n**Why:** Different revenue bands have structurally different buyer compositions, decision cycles, and identity dynamics ([[marketing-engaged-vs-averse-gc-profile-table]], [[office-manager-controller-gm-as-marketing-engagement-signal]]). A single-posture pitch wastes the under-$2M prospect (too much overhead language) and undersells the $5M+ prospect (no committee scaffolding).\n\n**How to apply:** First-call discovery includes revenue-band determination within the first 5 minutes. Pitch deck has band-specific opener slides; the rest of the deck branches accordingly.","rationale_body":"R6 from the May 2026 psychology brief.","metadata":null,"links":{"outgoing":[{"slug":"marketing-engaged-vs-averse-gc-profile-table","title":"Marketing-engaged vs marketing-averse GC profile — five-axis comparison (generation, education, scale, spouse role, positioning)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"office-manager-controller-gm-as-marketing-engagement-signal","title":"Office manager / controller / GM presence in a GC firm strongly predicts marketing engagement; threshold ~$2M revenue","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[]},"created_at":"2026-05-24T23:24:06.399Z","updated_at":"2026-05-24T23:24:06.399Z"}