The Problem
Your customers come in all shapes and sizes, but there are certain characteristics that isolate the best prospects from the rest of the pack. Without a clear profile to pursue, you risk spinning your wheels on the wrong prospects.
The Solution
Define your model customer in very precise terms, to add focus to your sales and marketing investments.
The Process
 | Source customer intelligence (from CRM, feedback surveys, analytics, social, etc) to develop working hypothesis for ICP. |
 | Develop initial list of firmographic and strategic criteria for evaluation, augmented by drivers of relationship health. |
 | Analyze competitive ICPs to isolate white space & drive product/marketing differentiation. |
 | Provide ranges for qualitative & quantitative indicators, to distinguish between tiered customer segments. |
This process includes periodic interim reviews with key stakeholders, to solicit feedback guiding the overall direction of the project.
The Results
Deliverables
- Comprehensive resource encompassing all collected customer intelligence
- Master ICP document to be referenced by sales, marketing and leadership teams
- Measurement framework to evaluate performance vs. ICP and guide future review/refinement
- Recommendations for incorporation of ICP into internal marketing playbooks/reference materials
Impact
- Higher efficiency and effectiveness across sales and marketing functions
- Improved customer satisfaction & improved customer lifetime value (CLV)
- Streamlined prioritization and decision making for customer-facing initiatives
Book a free revenue strategy assessment to discuss your challenges across five revenue functions:
sales, business development, customer success, marketing and revenue operations.