Deep understanding is use case specific and addresses three aspects:

1. Target companies: Firmographics, Behavioural and Structural characteristics. These can be
common across use cases.

2. Role Profiles: For each use case, detailed descriptions of the key customer roles we sell to
and service. Includes:
- Typical Job Titles
- Pain/gain points of importance
- Key tasks (Jobs To Be Done)
- How their performance is measured
- Role maturity: how well they understand & perform in the domain our product addresses.

3. Situational Factors: What causes a need to buy, renew, expand, churn.

This understanding is informed by data and captured in our Ideal Customer Profiles, which are updated as and when customer needs change.

ICPs guide the development of the customer lifecycle.

ICPs are developed and used by all GTM teams.