Pete Kazanjy: uncertainty

Transcript context

…That's great. Can you actually explain ICP briefly, because a lot of people may not know that term? Thank you. So, ICP stands for Ideal Customer Profile. Actually, it's important to think about there's two things in a B2B sales motion, there's the characteristics of the account, which is the company that's going to buy, and then there's the characteristics of the human and the personas that you're going to be interacting with. Let's use Amplitude as an example. Amplitude's ICP would probably be organizations that make software products, that probably have at least a couple of product managers, because if there's a single product manager, it might be too much, they might be at the point where they don't need a full-blown enterprise analytics suite, and that's probably it. And then on the human side, who are the people who participate in that conversation? Well, the product managers are going to be the ones who are going to be the users, but engineering is probably involved in order to make sure that Amplitude can talk to the cloud data warehouse and so on and so forth, and then moreover, the person who owns the budget might be the VP of product, not the product manager, or it might be the VP of engineering or the CTO. So, those three different folks that we talked about there, it's different humans. Ideal customer profile is understanding what those parameters look like for looking at an organization in order to say, "Man, that's an awesome op, let's go get in front of them," versus, "Eh, I don't know if that's a very good opportunity, maybe let's pass on that," and then the personas are, "Great, that's an awesome op right there. I know that I'm going to have my first conversation with Lenny, but with an intention that I'm eventually going to get to the VP of product at Airbnb, and that's Suzy over here. And then once we get validation from her, then I know that the VPE over here is Frank," and knowing who the personas are. So, that's what ICP and personas are. Awesome. There's a template that you've created that helps you lay out your ICP, so we'll try to link to it in the show notes. I have to find it again.…

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