All related (4)
Liz Gonzalez
Director of Product Marketing - Global Enterprise (previously NYSE: ZEN), ZendeskAugust 22

Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the quantitative analysis 2) Conduct internal interviews from sales and account managers 3) Talk to customers. You’ll then start to see some trends across several attributes like industry; use case; tech stack; regions, growth rate; etc.

It’s always good to think about your future ICP as well when designing and implementing and ICP so you’ll have some room for growth. Ask yourself what your most valuable prospects will look like in 6 - 9 months? Is your product changing? Is your company entering a new region? Launching a new product line? All these will have an impact on your future ICP.

And always, always, always identify key stakeholders early on in the process as implementing ICPs is a cross-functional project and requires collaboration to get an ICP successfully implemented across many GTM teams.