Decide Who You Sell To Before You Spend on Reaching Them
Every wasted content dollar traces back to the same thing. Nobody wrote down who the buyer is, so everyone guessed differently.
We put it in a document, argue it with you, and make it the input to everything downstream.
Three Teams, Three Different Buyers
Ask your founder, your sales lead and your marketer to describe the ideal customer. You usually get three answers that overlap by about half.
That gap shows up on the website as vague copy, in campaigns as poor targeting, and in content as posts written for a persona nobody sells to.
Personas built from imagination make it worse. A slide with a stock photo and a name is not research.
What Is Included
Deliverables
| Document | What it contains | Who uses it |
|---|---|---|
| ICP Document | Firmographics, buying committee, trigger events, disqualifiers | Marketing, sales, product |
| Jobs to Be Done Summary | Functional and emotional jobs, in customer language | Content, product marketing |
| Messaging Framework | Value proposition, differentiators, proof points, objection handling | Website, sales, campaigns |
| Message Map by Stage | The line to lead with at each funnel stage | Content and demand generation |
| Voice of Customer Bank | Verbatim quotes organized by theme | Copywriting and sales enablement |
How It Works
Week 1. Kickoff working session, access to your CRM records, and interview scheduling with your customers.
Week 2. Interviews run, transcripts coded, win-loss patterns pulled, first draft of the ICP written.
Week 3. Messaging framework drafted, then reviewed with you in a working session where we argue the differentiators rather than present them.
Delivery. Final documents in editable format, plus a 60-minute handover so sales can use them the same week.
Who This Is For
Overall, this is right when you have enough customers to find a pattern and enough spend at stake to justify defining it, and wrong when you are still searching for the first ten.
Pricing
Included in every monthly plan at onboarding. Also sold as a standalone two-week sprint, quoted per engagement.
FAQ
1. How is this different from a persona exercise?
Personas describe an imagined individual. This describes account fit, buying committee behavior and trigger events, built from interviews and closed-deal data.
2. Do you interview our customers directly?
Yes, with your introduction. Customers speak more openly to an outside interviewer than to their vendor.
3. What if our ICP is still changing?
Then we define the current one and mark the segments under test, rather than pretending certainty you do not have.
4. How long does the sprint take?
Two weeks, assuming interviews can be scheduled inside the first week.
5. Can sales use the output directly?
That is the point. The objection handling and proof points are written for a call, not for a slide.
Ready to Write It Down?
Book a free 30-minute GTM audit and we will show you where your current messaging contradicts itself.