Ideal Customer Pursuit Strategy

What is your company’s Ideal Customer Profile?

ICP engine’s “Active/Passive Strategy” suggest that decision makers take a programmatic approach to pursuing prospective customers. With the understanding that not all accounts are a “great fit,” ICP engine empowers its customers to pursue highly relevant prospective customers. Prospects that are within a close range of your business’ Ideal Customer Profile, and/or your predefined “strategic accounts” list, should receive the bulk of your sales and marketing recourse. The approach for these prospects should typically be a full-on sales and marketing effort––“Active Pursuit Strategy.”

We suggest taking a “Passive Pursuit Strategy” for prospects who are not a “strategic win” for your organization and/or don’t fall within a pre-defined Ideal Customer Profile range. These prospects have a low ICP Match and low propensity to yield high profits to your organization. The time and energy spent on these accounts can be better used on accounts that have a high ICP Match. Your sales and marketing teams may not see a high Return on Investment (ROI) from their strategic effort of thought, resources, and time to turn the low profit prospective customer as they should with accounts that have a close ICP match. So we suggest reducing efforts on these accounts to the minimum needed to ensure a positive experience for the prospect.

Organization’s often mislabel accounts, that are seemingly undesirable, as “SMB.” In reality, many of these accounts might be a “great fit” customer and eventually become a highly profitable one. Identifying and engaging in an “Active Pursuit Strategy” with these accounts can help businesses reach their sales goals.