Most customer knowledge is focused on who a customer is. Organizations typically rely on an ideal customer profile (ICP) to steer strategy. However, many ICPs fail to focus on jobs-to-be-done (JTBD). Without this insight, product, marketing, and sales teams don’t know precisely how a solution will be utilized in a real-world scenario.
Cascade Insights’ B2B Jobs-To-Be-Done Research sheds light on what tasks potential users are struggling to accomplish. You might find that no solution to the pain point exists, or that existing solutions are inadequate. This research addresses the key question of how well your solution meets a true business need.
With this insight, marketing teams can message more effectively, sales teams will have a better sense of who to target, and product teams can build exceptional solutions.