Today, we welcome back Danilo Nikolich, VP of Sales Development at RollWorks, and Nick Bennett, Director of Evangelism & Customer Marketing at Alyce. ICP is continuously evolving so companies must be aware not to severely limit their TAM and to keep experimenting. Nick then shares how ABM is performed at Alyce and how their strategies are aligned across RevOps, sales, and marketing, as well as the enablement required to teach the sales team.

Takeaways

• ABM helps in narrowing down an organization's ICP and categorizing big and small accounts.
• You must not be afraid of experimenting a little bit to expand your idea of who your ICP really is.
• ABM can involve gifting to keep accounts warm, keeping track of MQA activity, and sales team enablement to teach sellers how to work the sales activity and intent.

Quote of the Show

"ICP could be an evolving variable because, sure, when you start off as a small organization when you think about an ideal customer profile, you might have some ideas as to what that is just based on some earlier adopters and just kind of where you think your product would fit. You just don't have enough data points to figure out what that ideal customer profile looks like. As you evolve, then you have more and more customers, you find out what are your best customers, what are their traits and so forth." - Danilo Nikolich

Connect with Danilo and Nick in the links below:

• LinkedIn (Danilo): https://www.linkedin.com/in/danilonikolich/
• RollWorks website: https://www.rollworks.com/
• LinkedIn (Nick): https://www.linkedin.com/in/nickbennett1/
• Alyce website: https://www.alyce.com/

Ways to tune in:

• Amazon Music
• Apple Podcast
• Spotify
• Google Podcast
• YouTube: https://youtu.be/6KEho9RSaHs