Drawing from experience as an Interim CMO, Fractional CMO, and GTM Advisor for private equity portfolio companies, Alan breaks down the most common ICP traps, how to avoid churn-heavy growth, and how to identify profitable customer segments that improve retention, lifetime value, and net revenue retention.
Chapters
00:00 - Introduction to ICP Strategy
00:42 - Why Most Companies Get ICP Wrong
01:30 - The 8 Common ICP Traps
03:18 - Revenue Growth vs Churn Growth
05:10 - Building a Customer Cohort Analysis
07:22 - Gross Revenue Retention vs Net Revenue Retention
09:12 - Creating a Market Opportunity Matrix
11:40 - Aligning Sales, Marketing and Finance
13:08 - Governance and ICP Compensation Alignment
14:42 - Final Advice for CEOs and CMOs
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