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Building a Smarter And Faster Go-To-Market (GTM) Model

Duration - 60 minutes

Key Takeaways

  • If you are a multi-solution company, consider separating each solution into its own Ideal Customer Profile (ICP). This will allow for more targeted and effective marketing and sales strategies.
  • Be mindful of relying exclusively on historical data, as it could be biased. Instead, consider a mix of historical data and predictive analytics to identify potential customers.
  • Don't limit your ICP to basic company data like revenue, industry, and employees. Consider how companies present themselves to the world, as this can provide valuable insights into their needs and potential fit with your solutions.
  • Separate the attributes of your ICP from the triggering events that indicate when they might be ready to buy. This will help you avoid wasting time on high-scoring prospects who may not be a good fit for your product or service.
  • Balance your time between investigating and creating insights about your prospects, and taking sales actions like calls and emails. Avoid paralysis by analysis, but also avoid focusing solely on activity levels. The right balance will ensure you're talking to the right people at the right time.

Summary of the session

The webinar, hosted by VWO, delved into the process of identifying and understanding the ideal customer profile (ICP) for businesses. The speakers, Zsuzsanna and Hans, emphasized the importance of both qualitative and quantitative research in defining the ICP. They encouraged businesses to break down their target audience into manageable segments, starting with the first 10, then 100, and so on. They stressed the need for businesses to invest time in understanding their context, the problems they solve, their unique value proposition, and their customers’ needs.

The speakers also highlighted the importance of differentiating between potential customers who may not yet be ready to buy and those who will never be customers. They concluded by discussing how to translate these insights into actionable data and validate them through customer conversations.

Webinar Video


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Jan from VWO: Yeah. Good morning. Good afternoon, depending on where you are joining us from. Today, we are just starting an event, which is kind of special. So VWO webi ...