Market Map - Project Details / Task List
Tag: market-map
Total Hours: 60h
Structure: Multi-Milestone (>50h)
Milestone 1: Market Map - 1. Assessment, Alignment & Enrichment
Tag: market-map
Description: Validate ICP based on closed-won data, align stakeholders on tiering model, source TAM accounts, and enrich with ICP scoring attributes.
Hours: 35h
Task List: (Market Map) 1. Assessment & Alignment
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Existing Customer Data and Win Patterns | 2.5h | Analyze closed-won deal data to identify patterns among top-performing customers and establish a data-driven foundation for ICP criteria. End state: Clear understanding of what attributes correlate with successful deals. • Pull closed-won deal data from CRM for last 12-24 months (minimum 50 deals, ideally 100+) • Identify top 20% of customers by ACV, retention rate, and sales cycle length • Document common firmographic attributes (industry, employee count, revenue range, geography) • Identify technographic patterns (tech stack, tools used, infrastructure) • Note behavioral signals present at time of close (funding events, hiring patterns, growth signals) • Compare actual closed-won patterns against any existing ICP documentation to identify gaps |
| 2. Conduct Stakeholder Interviews for Tribal Knowledge | 2h | Capture qualitative insights from sales leaders about ideal customer characteristics that may not appear in CRM data. End state: Documented tribal knowledge on best-fit account signals beyond raw data. • Schedule 30-45 minute interviews with 2-3 senior sales leaders or top performers • Ask about characteristics of their best deals vs. worst deals (beyond firmographics) • Probe for red flags and negative signals that indicate poor fit • Document soft signals: decision-making speed, champion profiles, competitive landscape • Identify patterns in deals that closed fast vs. stalled indefinitely • Synthesize interview insights into candidate ICP attributes for validation |
| 3. Define ICP Scoring Attributes and Weights | 2h | Select and weight the 8-12 firmographic, technographic, and behavioral attributes that will drive tier assignment. End state: Draft ICP Fit Scoring Rubric with weighted attributes. • Select 8-12 core attributes based on closed-won analysis and stakeholder input • Assign weights to each attribute based on correlation with deal success (e.g., 1-5 scale) • Define specific values for each attribute (e.g., employee count: 100-500 = 5 points, 50-100 = 3 points) • Include at least 2-3 technographic signals (tech stack, infrastructure, tools) • Include at least 1-2 behavioral/intent signals (funding, hiring, growth) • Document negative attributes that disqualify accounts or reduce scores |
| 4. Define Tier Thresholds and Criteria | 1.5h | Establish clear, objective criteria for what constitutes Tier 1, Tier 2, and Tier 3 accounts based on ICP scores. End state: Documented tier definitions with score ranges and qualitative descriptions. • Define Tier 1 threshold (e.g., ICP score 80+) representing highest-fit accounts • Define Tier 2 threshold (e.g., ICP score 50-79) representing good-fit accounts • Define Tier 3 threshold (e.g., ICP score below 50) representing nurture-only accounts • Create qualitative descriptions for each tier (e.g., Tier 1 = "Looks exactly like our top 20% customers") • Determine if any attributes are automatic qualifiers or disqualifiers regardless of score • Validate tier definitions against 10-20 known accounts to test accuracy |
| 5. Scope TAM Geography and Segments | 1h | Define the geographic and segment boundaries for the market map to ensure enrichment efforts are focused and manageable. End state: Clear scope document with geographic limits and segment definitions. • Confirm geographic scope with stakeholders (US-only, North America, global, specific regions) • Define industry/vertical scope (all industries vs. specific verticals) • Determine company size ranges to include (SMB, mid-market, enterprise, or specific ranges) • Identify any explicit exclusions (competitors, existing customers, specific industries) • Estimate total account volume based on scope to inform tool selection and budget • Document scope decisions for future reference and maintenance |
| 6. Conduct Stakeholder Alignment Session | 1.5h | Present ICP rubric and tier definitions to key stakeholders for validation and buy-in before building the market map. End state: Approved ICP Fit Scoring Rubric and tier model signed off by leadership. • Schedule 60-minute alignment session with VP Marketing, VP Sales, and RevOps lead • Present closed-won analysis findings and proposed ICP attributes • Walk through tier definitions with example accounts from each tier • Address concerns and incorporate feedback into rubric • Get explicit sign-off on rubric and tier definitions before proceeding • Document any adjustments made during session and update rubric accordingly |
Task List: (Market Map) 2. TAM Build & Enrichment
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Extract Initial TAM from Data Providers | 3h | Build the foundational TAM account list using ZoomInfo, Apollo, LinkedIn Sales Navigator, or similar tools based on defined scope. End state: Raw TAM list with basic firmographic data ready for enrichment. • Log into primary data provider (ZoomInfo, Apollo, or LinkedIn Sales Navigator) • Apply firmographic filters based on scope (industry, employee count, revenue, geography) • Export initial account list with basic firmographic fields (name, domain, industry, size, location) • Note data provider's estimated match count vs. your target TAM size • Document any filter limitations or data gaps observed during extraction • Save raw export with timestamp for audit trail |
| 8. Deduplicate Against Existing CRM Records | 2.5h | Match extracted TAM accounts against existing CRM records to prevent duplicates and identify net-new accounts. End state: Clean TAM list with duplicate flags and match/no-match categorization. • Export existing CRM accounts (active customers, prospects, leads) • Run domain-based matching between TAM extract and CRM records • Flag exact matches (already in CRM) for update vs. creation decisions • Identify fuzzy matches (similar names, same domain variants) for manual review • Document match rates and prepare decision log for merge vs. create scenarios • Create net-new account list by removing confirmed duplicates |
| 9. Validate Data Quality with Sample Review | 2h | Manually review a sample of TAM accounts to validate data accuracy before full enrichment. End state: Confidence level established for data quality with documented issues. • Select random sample of 50-100 accounts from TAM list • Manually verify 10-15 accounts against LinkedIn/company websites • Check accuracy of key fields: industry, employee count, location, domain • Document error rate and types of errors found (wrong industry, outdated size, etc.) • Flag systematic data quality issues for enrichment tool to address • Decide if data quality is acceptable or if alternative source is needed |
| 10. Configure Clay Enrichment Workflows | 3.5h | Set up Clay tables and workflows to pull enrichment data from multiple sources for each TAM account. End state: Configured Clay table with connected data sources and enrichment columns. • Create new Clay table and import TAM account list • Connect data sources: ZoomInfo, Clearbit, Apollo, Crunchbase, BuiltWith (as available) • Configure firmographic enrichment columns (employee count, revenue, industry, funding) • Configure technographic enrichment columns (tech stack, tools used, infrastructure) • Set up intent/behavioral columns (recent funding, hiring signals, job postings) • Test enrichment on sample of 20-50 accounts before running full batch |
| 11. Run Enrichment and Apply ICP Scoring | 3.5h | Execute enrichment workflows across full TAM and calculate ICP fit scores based on approved rubric. End state: Fully enriched TAM with ICP scores and tier assignments. • Run enrichment workflow across full TAM account list (batch or streaming) • Monitor enrichment progress and address any API errors or rate limits • Apply ICP scoring formula to calculate raw scores for each account • Assign tier (1, 2, or 3) based on score thresholds defined in rubric • Generate score distribution report to validate tier balance (expect ~20% Tier 1, ~30% Tier 2, ~50% Tier 3) • Flag accounts with incomplete enrichment data for manual review or exclusion |
| 12. Quality Check Enriched Data and Tier Assignments | 2.5h | Validate enrichment accuracy and tier assignments against known accounts before CRM import. End state: Verified enriched dataset with corrected errors and confidence in tier accuracy. • Review 20-30 accounts across each tier to validate tier assignment accuracy • Cross-reference tier assignments against known customers (should score as Tier 1) • Identify any scoring anomalies (high-fit accounts in Tier 3, poor-fit in Tier 1) • Adjust scoring weights or thresholds if systematic misclassifications found • Document final scoring formula and tier thresholds for CRM field descriptions • Export final enriched, tiered dataset for CRM import |
Milestone 2: Market Map - 2. CRM Import & Enablement
Tag: market-map
Description: Import enriched TAM into CRM, build tier-based views and reports, train teams, and establish ongoing governance for market map maintenance.
Hours: 25h
Task List: (Market Map) 3. CRM Import & Enablement
Contains: Parts 5-6
| Task | Est | Description |
|---|---|---|
| 13. Create CRM Custom Fields for Market Map Data | 2h | Build custom fields in CRM to store ICP scores, tier assignments, and key enrichment attributes. End state: CRM schema ready to receive market map data with proper field types and picklist values. • Create custom field: "ICP Score" (number, 0-100 scale) • Create custom field: "ICP Tier" (picklist: Tier 1, Tier 2, Tier 3) • Create custom fields for key enrichment attributes (tech stack, funding stage, employee count range) • Set field-level security to allow appropriate teams to view/edit • Add fields to account page layouts for visibility • Document field definitions and data sources in CRM field descriptions |
| 14. Import Enriched TAM into CRM | 3h | Load the enriched and tiered account dataset into CRM with proper duplicate handling and field mapping. End state: All TAM accounts in CRM with ICP scores, tiers, and enrichment data populated. • Prepare import file with CRM-ready column headers matching custom fields • Set import rules for duplicate handling (update existing vs. skip) • Run test import with 50-100 records to validate field mapping • Execute full import in batches to avoid timeout issues • Verify record counts match expected totals (imported + updated) • Run spot-check on 20-30 records to confirm data imported correctly |
| 15. Build CRM Views and Reports for Tier-Based Targeting | 3.5h | Create CRM list views, reports, and dashboards that enable sales and marketing to filter and prioritize by tier. End state: Operational CRM views showing Tier 1 accounts by territory, industry, and engagement status. • Create account list views filtered by tier (Tier 1, Tier 2, Tier 3) • Build report: "Tier 1 Accounts by Territory" for sales leadership • Build report: "Tier 1 Accounts by Industry" for marketing segmentation • Create dashboard widget showing tier distribution across total TAM • Add tier-based filters to existing pipeline and activity reports • Train sales team on how to use tier filters in daily prospecting workflow |
| 16. Conduct Sales and Marketing Training Session | 2h | Train go-to-market teams on how to use the market map for targeting, prioritization, and campaign segmentation. End state: Teams trained and actively using tier-based targeting within 2 weeks. • Schedule 30-45 minute training session for sales team • Cover: what each tier means, how to filter by tier, why Tier 1 matters most • Demonstrate CRM views and reports for tier-based prospecting • Create 1-page quick reference guide for reps (tier definitions, how to filter) • Record training for future new hire onboarding • Schedule separate session with marketing for campaign segmentation use cases |
| 17. Build Automation for Ongoing Lead Scoring | 3.5h | Implement automation rules to score and tier new inbound leads against the ICP rubric as they enter the system. End state: All new leads automatically scored and tiered without manual intervention. • Create workflow rule or automation to trigger on new lead creation • Map inbound lead fields to ICP scoring attributes • Apply scoring formula and assign tier based on thresholds • Set up enrichment trigger for missing data points (via Clay or native enrichment) • Test automation with 10-15 sample leads to verify scoring accuracy • Document automation logic for RevOps maintenance |
| 18. Establish Data Governance and Refresh Cadence | 2h | Define ownership, refresh schedule, and governance processes to prevent data decay and maintain market map accuracy. End state: Documented governance playbook with assigned ownership and quarterly refresh schedule. • Assign market map ownership to specific RevOps team member • Define quarterly enrichment refresh process and schedule in team calendar • Create runbook for refreshing TAM data (re-enrich, re-score, update tiers) • Establish SLA for data decay management (e.g., 10% of accounts refreshed monthly) • Set up alerts for tier changes or significant score shifts • Schedule 90-day calibration session to validate tier conversion rates and adjust weights |
| 19. Hand Off Documentation and Schedule Calibration | 2h | Transfer all documentation to client team and schedule post-implementation calibration check-in. End state: Client self-sufficient with complete documentation and 90-day calibration on calendar. • Compile documentation package: ICP rubric, tier definitions, scoring formula, CRM field guide • Transfer admin access for enrichment tools (Clay, ZoomInfo) to client RevOps • Deliver training recordings and quick reference guides • Schedule 90-day calibration session to review tier conversion rates • Document process for requesting tier re-scoring or rubric adjustments • Close out project with stakeholder sign-off |
Summary
- Total Milestones: 2 (35h + 25h)
- Total Task Lists: 3 (consolidated from 6 Parts)
- Total Tasks: 19 (one per Step)
- Total Hours: 60h
- Generated from: playbook_market-map.md
- Generated on: 2025-12-31