Could we solve the age-old problem of sales and marketing misalignment by simply creating a shared agreement of the attributes of our ideal customer profiles (ICPs)? During the annual planning process, what if we defined the ICP attributes, identified the target accounts, and then created an organizational-wide commitment to target these best-fit customers over the next twelve months?
BTW….isn’t the above description the core function of product marketing? This is one of the most misunderstood roles within B2B SaaS. I would argue this role is the foundation for creating efficient growth!
There was a great LinkedIn post written by David Spitz (founder of Benchsights); he wrote about the GTM efficiencies associated with vertical SaaS. The critical insight….by having a shared understanding of who we are selling to and who we are building for, vertical SaaS companies naturally create more efficient growth as measured by Sales & Marketing % of Net New ARR.
David wrote, “The best part? GTM network effects! Your customers become your marketing & sales engine. It’s GTM on steroids. Highly efficient.”
Image the opportunity to dramatically reduce GTM waste, missed revenue targets, churn, while simultaneously creating better client outcomes.
Join us on our mission to radically improve GTM!
