It’s so easy to get used to the echo chamber of B2B Tech Companies selling to other B2B Tech Companies. You learn a certain way of doing things, and you sell to people and companies that are just like your own. But what if some of your typical tactics don’t work on a different type of customer? On this episode, we explore a different buyer altogether in the world of Education Technology. Our guides to EdTech are Rachel Jordan and Laurence Hall from TeachFX, a tool that captures and analyzes teachers' classroom instruction and surfaces insights about talk time patterns and instructional feedback. Rachel is the Head of Marketing and Laurence is the Head of Sales, and together they’re crafting their own go-to-market approach in the EdTech space. In our conversation, we talk about what it means to be Mission to Mission instead of B2B, we outline how they fight the tendency to go whale hunting, and how it’s actually easy to find unicorns when you know where all the unicorns hang out. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends! You can connect with Sean on LinkedIn and Twitter @Seany_Biz, or subscribe to our YouTube channel. Want to work with Sean? Reach out to him and the team at Minot Light Consulting to help with GTM execution at your company. This episode is brought to you by the RevOps experts at Fullcast.io, the go-to-market planning platform. Check out this new e-book collaboration between Sean and the Fullcast team: Mastering RevOps Careers: Insights from Practitioners. To learn more about them, visit fullcast.io and tell them Sean sent you!