Auditing Market-Specific Ideal Customer Personas

This SOP outlines the process for conducting quarterly audits of ICPs to ensure their relevance and accuracy.

Introduction

Purpose

To ensure that the Ideal Customer Personas (ICPs) for each market remain relevant and reflect the most recent market, product, or customer data.

Scope

This SOP applies to the Marketing and Product Development teams involved in ICP creation and management.

Definitions

• Google Docs: A web-based application where documents and spreadsheets can be created, edited, and stored online. Files can be accessed from any computer with an Internet connection and a full-featured web browser.

• ICPs: Ideal Customer Personas represent the ideal customer that a company wants to attract with its marketing efforts.

Responsibilities

• Marketing Team: Responsible for collecting customer feedback, market trends, and product performance data, conducting A/B tests, and updating ICPs based on audit findings.

• Product Development Team: Responsible for auditing ICPs, preparing quarterly ICP audit reports, and updating the Go-to-Market (G2M) plan based on approved changes.

Procedure

Preparation

1. Accountability Assignment: Appoint a dedicated Market Analyst or a team responsible for conducting quarterly audits of the ICPs. Define clear roles and responsibilities for those involved in auditing and updating ICPs.

Execution

1. Data Gathering: Collect customer feedback, market trends, and product performance data. Conduct A/B tests in line with our Soundspace standard Testing SOPs to evaluate the effectiveness of current marketing strategies and targeting. Store all new data in Google Docs, following the standard documentation processes.

2. Audit Procedure: Compare the data collected with the existing ICPs. Identify discrepancies and evaluate whether changes to the ICPs are required. Update the ICPs based on the audit findings.

Completion

1. Communication and Plan Adjustment: Prepare a quarterly ICP audit report that includes recommendations for changes to the G2M plan. Schedule a meeting with leadership and relevant teams to present the audit findings and recommendations. Update the G2M plan based on approved changes and communicate the updated plan to all relevant stakeholders.

2. Documentation: Maintain records of all ICP audits, data, and communications in Google Docs. Ensure that changes to ICPs and the G2M plan are documented with version control.

Notes/Precautions

• Ensure that all data gathered is accurate and reliable.

• Regularly update the data in Google Docs to reflect the most recent market trends and customer feedback.

• Ensure that all communication with the leadership team is clear and professional.

References

• Google Docs: For managing market research data and creating reports.