Want to work together? Here's what we figure out first.
Every go-to-market playbook we build answers four core questions:
1. Companies. How do we identify companies with the attributes and situations that mean they're likely to need your offering right now?
2. People. Who inside those companies cares most about the pain and is likely to be an early adopter?
3. Message and offer. What can you say that creates curiosity and conversation when none exists? Put another way: what's an email so valuable a prospect would otherwise pay for it?
4. Channel. What's the most effective way to get that point of view in front of them?
Answer these and you've defined your real ICP, plus how to reach them. But I can't answer them alone. You know your business, your customers, and your wins better than anyone. My job is to pull that knowledge out of your head and turn it into a system to either scale what good looks like or experiment.
So here's how we fill in the blanks together: The questions
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If you had unlimited time to research a company, what would you want to know to decide if they fit your ICP and are worth pursuing?
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What 3 to 5 things were true about your last 10 best customers that made them an awesome fit?
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Looking back at prospect meetings you've booked, what did they tell you made them want to talk? What was identified or revealed?
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What are the top reasons people reach out to you on their own?
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What do you want to know about a prospect that helps create a compelling point of view they'd actually care about?
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What private and public sources of information does your sales team use to find the most interesting and actionable insights about customers and prospects?
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What are your competitive advantages? Meaning what you offer that's unique, and also compelling and relevant to your target audience.
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Who are your top competitors, and what are their main advantages?
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Why have you historically won and lost deals with your ICP?
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What are the bottlenecks or inefficiencies stopping you from doing more of what's already working?
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Think about a recent customer win. In your champion's own words, how did they explain to their internal team why they bought from you now?
You don't need perfect answers. Half-formed hunches and gut feelings are useful too. Getting them out of your head is half the job.
Let's schedule some time together. We'll dig into these, then get into the details of building and implementing go-to-market playbooks where we either experiment to find what works, or scale what good looks like when it's already known.