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Use Case # 21: Sales & Marketing Alignment

Updated: Jan 21, 2022

Company Type:

Fast-growth, B2B SaaS


Goal(s):

Get sales and marketing to work more closely together, promising the same things and using the same voice


Solution:

Create a single, trusted set of Ideal Customer Profiles that all departments can use


Practical Benefits(s):

  1. Allows for more efficient use of resources

  2. Underpins the development of a consistent, scalable conversion process

  3. Leads to less customer confusion and/or disillusionment as marketing messaging and sales promises are in sync

Why It Works:

Nothing beats a customer bible everybody can reference, especially when independent-minded players are moving fast


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