You fix the GTM behavior around a B2C aircraft sale, not a SaaS funnel. At ICON Aircraft I worked $400K+ ASP. 114% YoY. Not B2B SaaS.
I'm Michael Thomas Zajac. Hermosa Beach. Principal GTM Operations Strategist at ICON. Comp, process, and the motion that makes a high-ASP B2C deal close without treating it like a $99 seat.
What was broken?
Teams copy SaaS playbooks onto products that are not SaaS. An airplane is not a trial. Discount habits, slow follow-up, and CRM theater kill a $400K+ ASP. The buyer is a person writing a check for a plane.
What did I build?
GTM operations around that motion. Comp and process so reps sell the aircraft, not a discount. Salesforce in the hands of marketing and reps who talk to real buyers. Direct with the floor, not a dashboard-only ops seat.
The rest of the proof is on Work.
What is the number?
114% YoY. $400K+ ASP. B2C aircraft.
What should you do Monday?
If your ASP is high and your playbook is SaaS, stop. Write the motion for the actual buy. Then instrument it. Speed and score still matter. The product is not a seat license.