Dusty can catch a scent during one of our walks and become completely committed to following it.

He does not stop to ask whether it is fresh, useful, or leading us anywhere we actually want to go.

Companies do the same thing with their ideal customer profiles.

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They define an ICP, put it into a PowerPoint deck, and continue pursuing it while the market changes around them.

The product changes.

Competitors change.

Buyer priorities change.

Budgets change.

Technology changes.

But the ICP remains untouched.

In the newest Walking the Dogs episode, I explain how to walk your ICP around the block and challenge the assumptions behind it.

🐕 Which customers have the highest win rates?

🐕 Which customers implement fastest?

🐕 Which customers expand and renew?

🐕 Which customers generate the strongest economics?

🐕 Where are sales cycles painfully long?

🐕 Where is the product only a partial fit?

I also make three distinctions that growth teams need to understand:

TAM is who could buy.

TRM is who you should realistically pursue right now.

ICP is who you must be able to win.

Once you update the ICP, your positioning must change with it.

Your buyer needs to understand what important problem you solve, why it matters now, how you differ from the alternatives, and what evidence proves that you can deliver.

The goal is not to chase every scent in the market.

It is to identify the right customers, with the right problem, at the right moment, and give your company a credible reason to win.

Watch Updating the Scent Profile: ICP, Positioning, and the Competitive Lens here:

Dog walked. For more resources visit my website at Your ICP Has Gone Stale: How to Refocus Your Market and Sharpen Your Positioning - Lisa Schwartz

#GrowthStrategy #IdealCustomerProfile #Positioning #B2BMarketing #GoToMarket #WalkingTheDogs

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