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I felt like when I was a SaaS CEO and had to go profitable, they helped saved my rear. But as time has gone by, and I’ve worked with more SaaS companies, I’ve also seen the downside of annual contracts at many start-ups as well: Annual deal collections can be tough for start-ups. This is still true. So for sure, do that.
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An ICP aligns your product, sales, marketing, service, and executive teams to all focus on your highest-value accounts. Brex then scaled its payments business quickly. Then, it built an entire ecosystem around it, soon launching Shopify payments, an embedded payment tool that quickly became the largest piece of the business.
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