Market-to-Audience

The organization works out who it sells to and writes that down where every other process can read it. A run starts when a go-to-market question is opened in planning, when the review date on a recorded profile, set of segments or persona arrives, or when somebody needs a number for how large a market is. The processes here divide the market into named segments, agree the profile of the account worth selling to, describe the person inside that account who actually buys, map how that person buys and what they ask at each stage, size the market, read the organization's own record of who bought and who stayed, and go out and ask customers the questions that record cannot answer. What each run produces is an agreement written down at a version, carrying the evidence under it and the names of everyone who agreed and everyone who did not. A run is finished when that version is in the hands of the agents that qualify accounts, plan content and target campaigns, with the date it comes back up already set.