Unlocking Greater Marketing Potential: Operationalizing Your ICP
In this episode, Justin Anovick, Former CPO/CMO at Syndigo, gives us a masterclass in operationalizing your ICP.
Guest Bio
Justin has been responsible for product strategy, product management, marketing and product marketing. Justin has a 20+ year career with experience in sales, pre-sales and professional services and experience with mid-size ($100+M) organizations as well as M&A. He tends to be more business-oriented than technical and has spent a lot of time helping to determine the best go-to-market strategies based on data, past experience, and what the field is seeing.
Guest Bio
Justin has been responsible for product strategy, product management, marketing and product marketing. Justin has a 20+ year career with experience in sales, pre-sales and professional services and experience with mid-size ($100+M) organizations as well as M&A. He tends to be more business-oriented than technical and has spent a lot of time helping to determine the best go-to-market strategies based on data, past experience, and what the field is seeing.
Episode Summary
This episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo.
In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level.
Key Takeaways
- How to define your ICP: 1. Accounts 2. Size 3. Region 4. Market
- Alignment with the executive team is essential. When the board asks “Who is our customer?” “Where are we seeing success?” you better have answers. Beyond marketing, teams need to work together cross-functionally so everyone is in the know and leadership understands where the company is at any given moment.
- The entire orgnaization needs to own the ICP. When product, marketing, finance, and the leadership teams understand the ICP and do their jobs well, company success is inevitable.
Quotes
“So I think that a lot of organizations I see they just haven't put the time, effort, money, manpower behind it in order to actually define and understand the ICP. And so certainly each of those three times, one of the hardest things to operationalize it was to explain to the organization, starting with marketing, what actually ICP meant, what target adjustable market meant, but what service obtainable market meant and what you needed to do, and it was eye-opening to realize how, to your point, most even marketers didn't really… they understood the concept, but they hadn't actually operationalized it or used it before.” ––Justin Anovick
Episode Highlights
*(06:05) - Four terms that help to define ICPs
*(20:13) - How to approach fringe use cases
*(26:34) - Operationalizing ICPs
*(38:37) - Why organizational alignment is crucial
Episodes Transcript
- How to define your ICP: 1. Accounts 2. Size 3. Region 4. Market
- Alignment with the executive team is essential. When the board asks “Who is our customer?” “Where are we seeing success?” you better have answers. Beyond marketing, teams need to work together cross-functionally so everyone is in the know and leadership understands where the company is at any given moment.
- The entire orgnaization needs to own the ICP. When product, marketing, finance, and the leadership teams understand the ICP and do their jobs well, company success is inevitable.
Recent
Pipeline Visionaries
Episodes
.jpg)
.jpg)
.jpg)
.jpg)
.svg)
