AuthorMarguerite Inscoe: Consultant & Fractional CMO  A challenge I’ve witnessed repeatedly in growing B2B companies is how to continue the momentum. It’s particularly true for companies with an innovative product or service for multiple industries and sectors. Obviously, good things won’t continue to happen on their own. Being intentional is required to maintain the pace, even orient towards the best opportunities. The easiest approach in business development is to swipe broadly and let the sources of revenue fall where they may. A more difficult, but more lucrative approach is to target the most desirable segments of the market one after another. If the second methodology aligns with the way you like to do business (and the targets for outreach are prioritized), then you are ready to start using this simple tool I've created. It's called the Ideal Client Matrix. The matrix shows your marketing team where to spend time researching the market and how to shape the content they produce. It enables your sales team to easily pre-qualify leads as ideal, workable, and avoid. Thus pursuing the ones most profitable and easiest to close. When the criteria of the Ideal Client Matrix are applied in your business development strategy, you attract more of the businesses you want and avoid the less desirable customers. Here’s a video introduction to making your own matrix. You’re welcome to use this template too.
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