Today, we welcome Chris Dutton, the Head of Demand Generation and Marketing Operations at 6sense. The elephant in the room is that generating a quality pipeline is hard. And because so much of sellers' time is spent on unproductive prospecting, more than $2 trillion is wasted on missed opportunities. Chris shares the first thing you should do to avoid this: identify your ICP.TakeawaysLeakage examples include focusing resources on the wrong accounts, missed and mistimed opportunities, low-quality pipeline, inability to differentiate solutions, misaligned sales and marketing, and not understanding buyers' needs.Clearly define your ICP by looking at past data, knowing your future verticals, expecting future technologies, and anticipating future product lines, to name a few examples.Quote of the Show"Define your ICP. What does that mean? Your ideal customer profile. And the way that you do that is, there are a few ways that you can do that. You can look at past performance. You can look at technographic data and firmographic data. Do you also want to look at what's your future go-to-market strategy? Where do you expect the organization to go? Are you going to be expanding your GOs? Are you going to be going into different verticals?." - Chris Dutton Connect with Chris in the link below:LinkedInWays to tune in:Amazon MusicApple PodcastSpotifyGoogle PodcastYouTube: https://youtu.be/6KEho9RSaHs

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