A practical framework for entering new verticals without guesswork.

Over the last 6 years in SaaS, Fintech & Payments startups, I saw the same challenge repeat over & over again 🔁

When entering a new sector, we guessed/assumed which personas to target & wasted opportunities.

The MPH Framework removes that guesswork.

It can be applied by any company, in most sectors to ⬇️

• Generate more qualified leads
• Boost reply rates (from ~4% → 5–10%)
• Shorten deal cycles by 10–20%

👉 In short: less guessing, more precision, faster deal cycles.

❌ The Problem

When companies step into a new vertical, they lose time and momentum because ⬇️

• They don’t know which personas/job titles to target
• Messaging is too broad or aimed at the wrong personas
• Outreach lands with people who have no buying power
• Deals stagnate because decision makers weren’t mapped upfront

📊 Fact: B2B deals now involve 5–7 stakeholders (Gartner).

👉 If you only target one persona, you’re limiting success from the start.