Enabling CMOs to lead strategic GTM planning and execution with data, insights and confidence

Align was built to unify the go-to-market team by creating a shared understanding of the best fit and most profitable customer segments. With this understanding, revenue teams are empowered to create more effective strategies that result in improved go-to-market execution. 

So why is now the right time for AlignICP?

These are truly unprecedented and challenging times for B2B SaaS companies, particularly for the marketing organizations tasked with brand building, go-to-market efforts, and demand generation. The current landscape presents brutal realities that demand immediate attention and radical changes to go-to-market approaches:

• Buyer groups are spending only 17% of their buying cycles meeting with vendors (source - Gartner)

• B2B SaaS customer acquisition cost payback periods are approaching three year (source).

• The depreciation of 3rd party cookies has compromised attribution tracking and marketing ROI measurement.

• GEN AI makes content creation almost free, but B2B buyers (66% and increasing) want personalized experiences (source).

• The shift from MQL-focused demand gen to MQA-obsessed ABM requires new approaches and upskilling.

Combine those market headwinds with the challenges CMOs face within their organizations, and we're living through super challenging times for CMOs. CMOs have had to shift too much of their time focusing on playing defense (budgets, resources, proving lift/ROI, value of ABM, tense pipeline meetings, etc.), compromising their time on market/customer research and strategy to a side hustle. We see a path to helping CMOs regain their strategic focus by unlocking their customer data to help bring objectivity and a data-driven platform to their companies on which more effective go-to-market strategies can be born.

As seasoned B2B GTM professionals, we're on a mission to help companies unlock their customer data to improve their ABM marketing execution and GTM alignment. 

Our mission: Enabling marketing to lead strategic GTM planning and execution with data, insights and confidence.

Maximize Growth with Data-Driven ICP

Key to Sustainable Growth

Implementing a data-driven Ideal Customer Profile (ICP) using multidimensional analysis is crucial for maximizing future revenue growth rates. Focusing on metrics like win rates, average sales price, expansion, retention rates, customer lifetime value (CLV), and Net Promoter Score (NPS) aligns strategies with the most valuable customers.

Avoid the Revenue Trap

Predictable and sequential revenue growth measures management effectiveness. However, targeting non-ICP customers can lead to a revenue trap, diverting resources towards bespoke feature requests rather than solving the strategic problems that allow you to win the market.

Optimize ABM AI/ML Platforms

ABM AI/ML platforms can compromise long-term growth rates by targeting non-ideal prospects, leading to misaligned sales efforts and wasted demand generation budgets.

Core Metrics for Strategic Focus

• Win Rates: Focus on segments with the highest conversion rates.

• Average Deal Size: Improve revenue forecasting.

• Expansion: Identify cross-sell and up-sell opportunities.o. Retention Rates: Ensure steady revenue and reduce churn.

• Customer Lifetime Value (CLV): Maximize long-term profitability.

• Net Promoter Score (NPS): Boost customer satisfaction and advocacy.

Strategic Alignment

A data-driven ICP ensures ABM strategies attract and retain the right customers, driving revenue growth and solidifying market position. This approach builds a scalable business model through continuous refinement and optimization based on market insights.

Although marketing teams are leveraging GEN AI LLM models to create content and conduct qualitative market research, analyzing and discovering insights about customers requires a foundationally different quantitative approach. The solution is to cleanse, normalize, and enrich data so that deterministic models can generate actionable insights to help you improve your GTM strategy. We're building an automated solution that helps B2B SaaS companies target accounts that maximize future revenue growth rates.