Point the budget at the customer you actually want
Market Investment Mapping
You know who your ideal customer is. But is the budget, channel mix, and outreach actually getting to them?
Spend, content, and outreach are usually still built for the customer you used to chase. Once the real ICP is known, the map of where investment should go changes. Most companies haven’t redrawn it yet.
Proof: an upstream market-influence program (content, brand campaign, PR) for a $2B+ construction technology company → 32% drop in CAC.
This is for you if
Does this sound like your business?
- You’ve identified the real ICP, but budget and outreach haven’t caught up
- Marketing spend, content, and channel mix still target the customer you used to chase
- Win rates and CAC don’t reflect the shift in who you’re actually going after
- Nobody’s redrawn the map since the ICP changed
What we work through
The questions this engagement answers.
- Where is spend still pointed at the old ICP?
- Which channels and content actually reach the real buyer?
- What’s the highest-leverage place to redirect investment first?
- How do you measure whether the new map is working?
What you walk away with
What exists at the end that does not exist now.
- A market investment map built around the real ICP
- A channel and content plan pointed at the right buyer
- Clear reallocation priorities for budget and outreach
- A way to track whether CAC and win rate are actually improving
Sound like the right Summit?
Bring the problem. We’ll scope the work on the call.