#62: Modern Distribution #5: Optimize for Next Best Action via Agile Execution
Once you have a shared vision for your Ideal Customer Profile (ICP), personas, buyer journey, etc between Sales + Demand Generation, you're ready to rock n roll.
This is where things get very real aka my favorite part.
Differentiate resource allocation between sequential vs agile
Critical to sort out fixed commitments (i.e. tier 1 sponsorships / conferences, always on demand generation etc) vs everything else.
Agile is about the "everything else".
Where you read, react, execute and iterate based on real-time behavioral data of Coaches, Champions, Economic Buyers etc.
Optimize your demand generation / activation budget for next best action. Start with the bottom of the sales funnel and work your way back up.
Get comfortable being uncomfortable
Embracing an agile approach to demand generation + pipeline development can be a bit like jumping into a pool of ice-cold water.
Just like Building-In-Public (BIP), you'll get used to it as it's a more effective way to generate results.
Run multiple lightweight growth experiments, do more of what's working, less of what isn't, de-risk incremental investments via performance data etc.
Explore the rapidly evolving media landscape, platforms, decentralization, Creator Economy tools / infrastructure etc. to keep pace.
Know what outcomes you're optimizing for but focus on leading indicators
Don't fall into the trap of optimizing for activity only.
Activity that isn't connected to context (i.e. pipeline status), engagement prioritization (i.e. Coaches vs Champions vs Economic Buyers), leading indicators aligned with ultimate outcomes (i.e. deals done) can be replaced by efforts directed by cross-functional pods of sales and demand generation that can prioritize on the fly.
Acquire data that makes everything better
Agile execution generates more / better performance data from ICPs, Coaches, Champions and Economic Buyers that can improve how you allocate future investments in agile, sequential and ultimately, product development.
Removing a lot of the echo chamber and silo stuff that causes a fair amount of the friction between go-to-market-strategy development and execution.
April 26, 2021 (Twitter Link)