Who Are We Building For? Product and Sales on ICP and UVP
Details
Sales says Product isn't building what customers need. Product says Sales is promising features that don't exist. Both may be right, and both may be missing the real problem: they're trying to understand the customer separately.
In this session, Ren will draw on 30 years in tech sales to show why your Ideal Customer Profile (ICP) and Unique Value Proposition (UVP) work best when Product and Sales develop them together. Strategy should start with the market opportunity and the client, not with product ideation or features.
This won't be a one-way talk. Ren will share real stories and use cases from enterprise deals, including how shared customer evidence turned a single client request into a roadmap priority. We'll also run a hands-on workshop on UVP frameworks, so you can practise turning "here's what our product does" into "here's your situation and what changes."
You'll walk away with:
- A clearer view of who Product and Sales should each define in an ICP, and where they should work together
- A way to tell a one-off feature request from a real market signal
- Turn product features into a buyer-focused UVP
Who it's for: Product managers and product leaders, and anyone who works closely with Sales or customers.
Huge thanks to Auror for hosting and sponsoring this event!
You can join the livestream here: https://meet.google.com/npk-dmyt-ddj. As always the livestream will kick off from just before 6pm.
Note that our host venue has asked that we send you the exact location of the event on the day a couple of hours before the start time - the venue is in the Britomart area. Those of you who have attended events at Auror before will know where it is!