Rule: match the pitch posture to the firm's revenue band (4 bands: <$2M / $2M–$5M / $5M–$15M / >$15M)
Created 2026-05-24
Rule: Calibrate the sales pitch to the prospect's revenue band. Four bands, four postures.
| Band | Pitch posture |
|---|---|
| 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"). |
| $2M–$5M | Speak to owner-plus-spouse/office-manager. Frame marketing operationally (billing, reporting, cadence). |
| $5M–$15M (Candid's commercial sweet spot) | Buying-committee approach with explicit operational, financial, and brand workstreams. |
| Above $15M | ICI-grade procurement processes apply, often with formal RFPs and Construction Act-aware contract terms. |
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).
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.