Question Page

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?
Candace Marshall
Zendesk Senior Director of AI Product Marketing | Formerly LinkedInNovember 22

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.

1504 Views
Jeff Rezabek
Workyard Director of Product MarketingJuly 19

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

458 Views
Developing Your Product Marketing Career
Thursday, January 23 • 12PM PT
Developing Your Product Marketing Career
Virtual Event
Ibrahim Musa
Anna Gallop
Bianca Laurendine, CSM, CSPO
+366
attendees
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Susan "Spark" Park
Susan "Spark" Park
Monzo Director of Product Marketing
Jackie Palmer
Jackie Palmer
ActiveCampaign VP Product Marketing
Alissa Lydon
Alissa Lydon
Dovetail Head of Product Marketing
April Rassa
April Rassa
Clari VP, Solutions Marketing
Natala Menezes
Natala Menezes
Dialpad Vice President Product Marketing
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product Marketing