Don't Map Just the Champion | Map the Whole Buying Committee

Seriously Don’t Do That™ · Jul 3, 2026 · 13m

Send us Fan Mail

In this tactical episode of Seriously Don't Do That™ — Week 3 of the 12-week SDDT program and Episode 3 of the ICP Sprint month — Dan Griffith breaks down the single most common (and most expensive) mistake founders make in regulated B2B sales: single-threading a deal through one champion when 22 people decide.

Using research from Forrester, Gartner, HBR, HIMSS, 6sense, and Prospeo, Dan reframes the ICP itself: it's not a persona, it's a committee blueprint.

Then he walks the full 8–10 seat regulated buying committee — champion, economic buyer, IT/security, compliance, legal…