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TBM 328: Beyond Firmographic-Based ICPs
- ICP can't be defined by simplistic descriptions like 'enterprise' when it comes to products that touch ways of working.
- To form an ICP for a ways-of-working product, it is critical to get into the dimensions that matter and will dictate your strategy and more.
- Become a sponge and listen before converging on a set of dimensions instead of limiting yourself to a fixed number of profiles.
- Key variables that matter for the ways-of-working product are Awareness, Context, Rate of change, and perception around effectiveness.
- Company that needs an opinionated product or more thought leadership will look for more complex requirements.
- Organizational psychographics are a powerful way to segment customers relevant for ways of working products that are highly sensitive to a company's culture.
- Clusters of de-centralized and rapid growth companies are trending towards using no-code tools for internal use.
- Larger companies are following a motion of de-scaling and adjustments, requiring a more centralized overview.
- Different customer segments demand very different things from product and success teams.
- ICP should be specific and actionable, or consider alternative approaches.
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