Software Sales Tips by Matt Wolach

Scale Your SaaS

Why Nailing Your ICP Is Critical for Growth – with Niclas Lilja


Subscription-based billing models have become increasingly popular in the world of business-to-business (B2B) software sales. However, implementing a subscription model is more complex than it may seem.

In this podcast, Niclas Lilja, Founder & CEO of Younium discusses the importance of subscription management for SaaS businesses, nailing your ICP, highlighting common issues companies face, and offering tips for improving subscription processes with host and B2B SaaS sales coach Matt Wolach.


Podcast: Scale your SaaS with Matt Wolach

Episode: Episode No. 258, “Why Nailing Your ICP Is Critical for Growth – with Niclas Lilja”

Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor

Guest: Niclas Lilja, Founder & CEO of Younium


Create Flexible Pricing Plans

It is essential to create flexible and tailored pricing plans to meet your customers’ specific needs. As a business, you should be willing to negotiate terms and conditions to meet each customer’s unique requirements. Remember, a one-size-fits-all approach is not suitable for subscription billing.

Focus on Customer Service

In addition to offering flexible pricing plans, focusing on providing excellent customer service is essential. This includes developing a clear policy for handling customer complaints, offering refunds, and ensuring the timely delivery of services or products. By prioritizing customer satisfaction, you can build long-term relationships with your clients.

Use a Reliable Metrics Tool

Managing subscription billing data can be quite complicated. Using a reliable metrics tool is critical for tracking your company’s growth and progress. Implementing a subscription tool like Younium can help business leaders get their metrics and understand what those metrics mean, making it easier to make data-driven decisions.

Collect Accurate Data

Accurate data collection is crucial for subscription billing. This includes data entry, data collection, and data analysis. The data collected should be consistent over time and easy to understand. This will ensure you can trust your metrics and make informed business decisions based on your ICP.

Evolve Your Pricing Over Time

Finally, it is crucial to evolve your pricing plans over time. Your subscription billing model should remain dynamic as your customers’ needs and market trends may change. By periodically reviewing your pricing plans, you can ensure that you offer your customers the best value while remaining competitive in the marketplace.


Build Trust With Subscription Management

Subscription management is critical to modern business operations, and companies must proactively address potential issues. By improving subscription and billing processes, collecting and managing accurate data, and providing adequate resources, businesses can build trust with investors, avoid errors, and ultimately improve their bottom line.

Common Communication Challenges Are Inevitable

Despite the importance of communication in the workplace, many challenges can often hinder effective communication, such as language barriers, cultural differences, and conflicting communication styles. 

Effective Communication Creates a Positive Environment

When communication in the workplace is strong, it can have many positive outcomes, such as increased productivity, better job satisfaction, and a more positive work environment. Additionally, strong communication skills are essential for leadership roles, as effective leaders must be able to communicate clearly and motivate their team to work towards a shared goal.


Nicolas Lilja

[14:00] “One thing was around ideal customer profile. I don’t know if we talked about it that way. But we were really quick on narrowing down our target market.” 

[16:40] “You probably spend too much time in sales, right? Probably you didn’t get the price you should have gotten because everything wasn’t perfect. I think so it’s so important. I think you spent too much time on the wrong clients.”

[23:33] “Everyone wants product-led growth. But there will be a lot of great companies anyways. So don’t get tricked into doing everything you read about how things should be, but really do what makes sense. And you know, if you can get feedback from customers, potential customers, or friends, that should guide you.”

Matt Wolach

[16:07] “I train my clients to make sure you nail your ICP, your ideal customer profile early. Because you’re right, even if one or two of the factors that you look at for that aren’t right, that could cause the entire relationship to sour, it could mean that they’re not going to get the best value out of the system that they probably should be getting.”


To learn more about Younium, visit:

You can also find Niclas Lilja on LinkedIn at:

For more about how host Matt Wolach helps software companies achieve maximum growth, visit