From differing definitions of what a kpi really is, to mixing kpis with personality profiling, many brands get it wrong — and it can have a dramatic impact on their bottom line. I recently sat down with ash alhashim, president of bfg consulting, to ask him what goes into an icp, the risks of getting it wrong, and the benefits of getting it right. Ash has been in sales for 13 years and has spent the last seven years in sales leadership roles for companies such as optimizely and sift. Recently, he has focused on helping b2b tech startups get up and running by building and growing their go-to-market teams.
In other words, there are few better people to ask when it comes to the subject of ibos. Watch the interview below or read on for the company mailing list highlights. Why identify a pci? [2:10] "Critical is an understatement" when it comes to the importance of defining an ibo, says ash. They really want to be “customer obsessed”. He points out that over the past decade, b2c companies – especially web-focused companies – have come to realize that they have to be customer-obsessed. In the b2c world, everything revolves around the customer. Yet b2b companies are only just beginning to understand this.
To stay ahead of sales now, he notes, it's about shifting to a flywheel model of thinking about how you acquire, grow and retain your customer base. “the most customer-obsessed companies really do win, as the market has shown that time and time again in recent years.”how does having an icp boost business? [03:38] according to ash, from an operational perspective, icp is the north star of your business. He notes that everyone in your organization should be aligned with the kpi, so that you all work efficiently and effectively together. It makes perfect sense: you can't be customer obsessed without knowing and having a clear view of who the customer is, right? Indeed, over the past 6-9 months,