Dan Sperring

The answer to this question varies dramatically depending on the size and stage of your company. Here is a model we build for B2B SaaS organizations: We believe that ideal customer profiles (ICPs) are a means to an end, which is go-to-market alignment. By creating a shared understanding and agreement on customer target definitions, we are able to drive improved execution. Over time, this allows us to improve our product market fit (PMF). With improved PMF companies are able to create much more efficient growth as measured by LTV/CAC, Magic Number, and CAC Payback periods. Product Market Fit Score (Weighting) * CRM=50% * Billing System=10% * Product Analytics=20% * Sentiment Analysis=15% * NPS=5% Data Enrichment Fields-Each Company Record Will Be Enriched With Following Fields average_employee_tenure employee_churn_rate employee_churn_rate.12_month employee_count employee_count_by_country employee_count_by_month employee_growth_rate Employee_growth_rate.12_month gross_additions_by_month gross_departures_by_month industry Inferred_revenue Funding_stages total_funding_raised last_funding_date Latest_funding_stage number_funding_rounds industry inferred_revenue last_funding_date latest_funding_stage location.geo location.metro naics naics.industry_group Naics.sub_sector sic.industry_group sic.industry_sector Methodologies Correlation Analysis K-Means Cluster Analysis Analyzing Results Once segment product market fit scores are calculated, accounts are enriched, segmentation analysis can be completed to look for pattern matching. Once segmentation attributions are agreed upon, TAM estimates need to be calculated to show the respective size of each potential market segment. Once segments are agreed upon, accounts within the CRM will be tagged with ICP identifiers. Operationalizing Results Segmentation identifier lables need to be added at the account level within the CRM. This will be done for all existing customers and prospects. ICP prospect accounts and potential buyer committee contacts need to be added to CRM accounts and opportunities.