Approximately seven months ago we posted about ways of better aligning finance and marketing to drive better GTM efficiency.
Our initial learnings:
- CMOs generally want to keep CFOs at arm's length. They don't want finance "up in their business."
- Although CMOs are trusted with a large percentage of the company's budget, they struggle to demonstrate their contribution to topline growth.
- This creates a situation where CFOs are unsure if the marketing spend is being allocated effectively. Although CFOs agree that the company needs to spend money on demand generation and brand building, they are uncertain about what the "right" amount is or should be.
Solution: What if we could empower each functional team to play to their strengths?
- CFOs have an intimate understanding of the financial operating plans. However, most lack a deep understanding of go-to-market (GTM).
- CMOs deeply understand GTM, but spend their time on something other than pouring through company financials.
Imagine the CFO and CMO having shared access to insights, allowing them to explore their customer base. Provide them with sliders (see below) to dynamically analyze and prioritize their focused GTM segments (AKA ICPs) based on agreed business objectives - growth or customer lifetime value.
Once target GTM ICP segment selections are finalized, our look-alike model identifies the target (prospect) accounts that provide the company with the best chances of hitting financial targets with a focused and fiscally responsible GTM execution. This provides the connective tissue that links the financial plan to our GTM strategy.
We have built an interactive account scoring model that allows B2B SaaS companies to identify the common attributes of their ideal customer profiles (ICPs). These are typically both the fastest-growing and most profitable accounts.
Depending on your company, account "fit" models should vary dramatically based on the maturity of your industry and the size and stage of your company.
The marketing team is now empowered to build segments, select accounts, and run campaigns with a pre-qualified list of target accounts that align with the company's overall operating plan.
Think about the simplicity of building and tiering your ABM target account lists and increasing the CFOs' confidence in marketing.
Our Account Fit Model
We calculate metrics that are associated with efficient growth and then pull those metrics down into individual customer segments and cohorts. We then complete a cluster analysis to determine the common attributes of best fit customers.
The Role of AI/ML Target Account Selection & Prioritization
We don’t believe AI should be used to define your ICPs. We believe that probabilistic models leveraging GenAI can be used to our detriment and can slow growth. Don't trust your company's growth rates to blackbox algorithms.
We aim to empower go-to-market teams to self-select their ICPs by automating the process of surfacing insights.
Operationalizing The Insights
We feed our account fit scores and enrich CRMs with information to help revenue teams focus on the accounts that matter. This also means adding net new ICP accounts into the CRM that are currently missing. Our goal is to help companies get more value from their existing martech stacks while creating more predictable and efficient growth.
Contact us to learn more!
