Defining an Ideal Customer Profile
Kirby is the Chief Marketing Officer at Elevate Security, and has served as CMO at enterprise software and networking companies including Ionir, Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.
Questions covered in this guide:
What is an ideal customer profile?
What’s the purpose/business value of defining an ICP?
What types of variables could be used to define an ICP?
How do you find good characteristics? How do you decide which ones to use?
When should a company invest in defining its ICP?
When should you update your ICP?
Who leads the work and who’s involved?
How do you test your ICP?
How long does the process take?
How many characteristics do you need?
If you’re expanding, how does that impact your ICP?
How do you operationalize the use of an ICP?
What are the most important pieces to get right?
What are common pitfalls?
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