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Go-to-Market Therapy: Nailing Your ICP in 2023
Go-to-Market Therapy: Nailing Your ICP in 2023Event Description.
If you’re among the tens of thousands of companies struggling to build and close pipeline predictably in 2023, try a little go-to-market therapy!
Join industry pioneer Sangram Vajre, founder of Terminus and author of the “Flip My Funnel” concept, and go-to-market veteran James Lamberti, a 7-time GM & CMO, as they walk through a real-world case study that any size team can adopt and deploy for themselves.
Discussion topics
The 8 step process to make go to market simple for any size team
Why it’s so vital to move from TAM to SAM to Ideal Customer Profile (ICP) as a foundational step one in the process
How to combine and manage modern B2B intelligence in your CRM system to quantify your ICP (including its various cohorts and segments)
The ROI you can expect when you nail your ICP and bring focus to your go-to-market efforts
Key Takeaways
An over-simplified ICP isn’t going to help you as much as a clearly defined ICP will. Even if it can be more challenging to work through the details. Most companies are comfortable with segmenting their potential customers by their firmographics, but considering technographics and readiness to buy can be more important than company size! Finally, you should consider segmenting your companies and then defining your ICP. For example, the characteristics that make up an ideal buyer in the SMB will look very different from those in the Enterprise space. We suggest having an ICP for each major segment or GTM motion.
Scoring matters for a couple of different reasons. First, scoring allows for you to prioritize accounts. And second, the scoring exercise allows you to remove bias from ICP conversations. For example, recency bias can often drive us to favor our latest deals, but the aggregate data may show us something completely different. It may still be correct to focus on the more recent deals, but it is a conversation that needs to be had with the entire GTM team.