Marketing ICP Validation - Collaborative Research Approach
Situation
Pushed for marketing to validate ICPs with real data rather than just executing on what was decided in the planning room. Established that ICPs are hypotheses to test, not fixed targets, and Lindsay has permission to explore outside defined ICPs if data warrants.
Reasoning
Expert-driven decisions in a room can miss real market signals. The ICPs decided are hypotheses, not facts - they need validation. Marketing should have license to deviate if data shows different opportunities. Want data-driven iteration, not just execution of a fixed plan.
Additional Context
H1 Planning Marketing meeting. ICPs were being defined for the 5 core products. Peter questioned whether the room was the right place to finalize ICPs vs letting market research drive the answer.
People Involved
Lindsay Aamodt, Greg Kurtzer
Source
reflection
AI Confidence
82%
Related Context
fathom
How comfortable are you with the fact that we just sat down and said, these are the ICPs were going after, or should we really be letting your research drive that?
Outcome
Clear alignment that we are going to focus on shared ICPs and let data change those agreements if necessary.
Recorded on January 11, 2026
Decision ID: 43ec0341-7b89-49f3-a7b0-df75a964a975