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Calculated Growth
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A complete operating course for building, enabling, and scaling a sales team from first principles. Every lesson supports its own Vimeo link and appears in one structured curriculum.
Step 1: Foundation / Lesson 1: Market Mapping
Lesson 1: Market Mapping
Notes
Market mapping can help you identify your target market through key sales verticals and personas. Most companies skip this crucial step or rush the process entirely. Do not fall into that trap!
Grab our Market Mapping Template and follow along as you watch the video.
Do not just go through the motions with this exercise. While employee count and revenue are straightforward, everything from "unique challenge" onward is subtle and nuanced.
If you put the work in here, you will likely have great material for your messaging and training later.
Choose 3 verticals to start with, and answer:
- What is the employee count an organization should have to qualify as a good fit for your business right now?
- What is the ballpark revenue an organization should have to qualify as a good fit?
- What is the unique challenge for each vertical?
- Why is your solution a good fit for this vertical, specifically?
- Why should an org invest in your solution today?
- How does [feature] help solve a vertical-specific challenge?
Create 2-3 personas per vertical, and answer:
- What is the unique challenge for each persona?
- How is each persona trying to solve their unique challenge today?
- How can our solution help each persona solve their unique challenge?
- How is our solution different from the alternative(s)?
- How does each persona define their goals? How do they look good to their boss?
- How can we help each persona hit their goals and overcome their challenges?
- What is the best way to explain the value of your solution to each persona?
- Add a real quote from each persona explaining their challenge(s).
Tip #1: Use adjacent verticals.
When you are choosing your verticals, try to select verticals that are close to one another. This can help you explore the nuances between industries and really strengthen your messaging.
Example:
- Vertical 1: Architecture Firms
- Vertical 2: Construction Companies
Tip #2: Do this exercise with your team.
This is a great chance for you to collaborate with your team and get the best ideas put into the right words and a cohesive strategy.
Even if you think you are on the same page as a team, this exercise can uncover strengths and weaknesses you may not have expected.
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