Step 0: Market Clarity Sprint
Most companies have a general sense of who they sell to. What they rarely have is agreement on it. Sales is chasing one segment, marketing is talking to another, and leadership has a third view. This sprint maps where you actually win, which segments should be a priority, and where to stop spending energy. That last part is usually the hardest conversation and the most valuable one.
- Two weeks of discovery: interviews, reference list review, segment mapping
- One workshop day with leadership, sales and marketing
- Where you win and where to stop trying
- ICP definition grounded in actual data
- Agreed next steps (in the room, not in a follow-up email)