CHAPTER 3Targeting: Experimentation, Iteration, and Gamification
It doesn't matter how beautiful your theory is. It doesn't matter how smart you are. If it doesn't agree with experiment, it's wrong.
—Richard P. Feynman
How do you know which audiences to target, much less which event to throw? Ultimately, it's why Julia's cold call battles happened. After surveying her target market, she discovered that her ideal customer profiles (ICPs) were more interested in sales methodologies than an innovative new product. Too often, vendors and teams push their product even if it's five years ahead of the market before adoption is possible. How do you create a link that connects your company's value prop to current market demand? How do you discover what the market needs?
Targeting your ICP has so much to do with understanding your existing product‐market fit (PMF). Because we have boldly entered a new era of revenue operations (RevOps), nearly 10,000 vendors targeting go‐to‐market (GTM) could participate in our opera.
A big part of HYPCCCYCL's GTM agency offering in WRKSHP™ (see Appendix I) is a framework for targeting. Philosophically and strategically, you should target an event at your ICP and your ideal prospect profile (IPP). How can you discover what your particular ICP/IPP finds new and exciting? Linking the most relevant industry trend to the ICP's world is what's groundbreaking about our approach.
First, read all the analyst reports and come up with a set of profound statistics. ...
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