Is your organization properly utilizing your ideal customer profile? It’s not enough to just have one. It should also be quantitatively defined, documented, and leveraged to prioritize your sales and marketing efforts. Watch here as we discuss ideal customer profiles, and their potential uses on our show. I am joined by my colleague, Dan Perry, Principal at SBI, as we explain how to properly use data from your ideal customer profile to make key decisions inside the organization.

 

We will begin the episode by explaining how to clearly define your ideal customer and prospect. We’ll discuss why you must identify the characteristics of an account that values your solution, and why this matters to your sales and marketing teams. Essentially, we will help you define what good looks like in order to identify your best accounts and their attributes.

 

Next, we’ll uncover how to determine account potential. What is the revenue potential at the account level? We’ll walk you through, step by step, how to do this, beginning with looking back at your historical performance inside similar accounts. Finally, we’ll discuss what to do with all the information you have gathered. We’ll give specific examples of how this data should be used to point your sales and marketing efforts at the right accounts.

 

Ultimately you must allocate people, time and money in order to hit your revenue growth objectives. Watch our show in order to better understand how to use data to do this effectively. We’ll help you understand revenue potential by account, product and buyer. Additionally, we have another resource that our audience might find useful during the show. Download our annual planning operating plan, How to Make Your Number in 2017, here. If you have aggressive growth goals, and can’t afford to waste time, this workbook is your ticket to using data to have a great 2017.

ABOUT THE AUTHOR

Eric Estrella

Helps clients grow by creating innovative go-to-market strategies.
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Eric specializes in helping clients solve some of the most prevalent go-to-market problems in today’s complex selling world. He is an expert in many industries including software, telecommunications, ecommerce, manufacturing and technology. He helps them align strategies and develop go-to-market programs to lower the cost of customer acquisition and increase customer lifetime value.

 

Recently he developed corporate, product, marketing and sales strategies for an emerging telecommunications solution provider that resulted in a quadrupling of revenue and EBITA in two-year span.

 

Eric’s background in strategy, sales operations and enablement allows him to provide thought-leadership in emerging best practices in sales and marketing.

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