How do you handle disagreements about who is the ICP for your product?

You feel the need to message on point for an ICP type "A", but you're getting pushback from the team that the ICP is "G". Should you follow you gut or do some form of A/B to please everyone?

Answer

2 Answers

Messaging Strategy

Candace Marshall

Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y

Before developing messaging, it's crucial to align on your ICP. It seems your team may have differing hypotheses about the ICP, so I recommend testing and reaching alignment. The ICP is so foundational - it influences everything.... from your messaging, to the product your PMs build using the VOC you provide as a PMM partner, and of course your sales and go-to-market strategies.

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Jeff Rezabek

Workyard Director of Product Marketing • 1y
When you disagree about who the ICP is for your product, you need to look at the data. Have your RevOps team (if you have one) dig into the numbers to identify the true ideal customer profile—the prospects that will be easiest to close.

Some data you'll want to collect includes:
- Conversion rates
- Time to close
- Retention rate
- Churn
- Lifetime value
- Industry/verticle
- Company size
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