Great piece again. Recently read https://www.simon-kucher.com/en/insights/monetizing-innovation (which was far more interesting than I expected). C-suite adoption and company-wide promotion of clear customer types is a core part of their stuff on pricing too. Because obviously all this should be true, but so often isn't :\
100% Chris, most pricing studies from firms like Simon Kucher and Price Intelligently typically start with a buyer personas study to determine the willingness-to-pay and likelihood to buy of different firmographic and demographics e.g Industry, Company Size, or Role.
In the course we cover how panel studies like these can be used as a data point when defining your ICP.
Great article. It's one of those things where I feel people need to live it to understand it. Lots of people make that mistake ("We don't really have a target really", "any sort of business could use us", etc.). It's only when you've been through the pain that you see the light.
Great piece again. Recently read https://www.simon-kucher.com/en/insights/monetizing-innovation (which was far more interesting than I expected). C-suite adoption and company-wide promotion of clear customer types is a core part of their stuff on pricing too. Because obviously all this should be true, but so often isn't :\
100% Chris, most pricing studies from firms like Simon Kucher and Price Intelligently typically start with a buyer personas study to determine the willingness-to-pay and likelihood to buy of different firmographic and demographics e.g Industry, Company Size, or Role.
In the course we cover how panel studies like these can be used as a data point when defining your ICP.
good read, thanks for the article!
Wonderful to read. Really appreciate.
Great article. It's one of those things where I feel people need to live it to understand it. Lots of people make that mistake ("We don't really have a target really", "any sort of business could use us", etc.). It's only when you've been through the pain that you see the light.