Clarify your ideal customer focus to accelerate growth

DISCUSS GAINING CUSTOMER CLARITY

Create a single, shared view of your best-fit customers and how they buy to give leadership clarity on where to focus and why.

When teams don’t share an aligned view of the customer, growth focus fragments fast:

UNCLEAR CUSTOMER FOCUS

Growth efforts are spread too thin, with teams chasing too many markets and customers without clarity on where the greatest value lies.

DISCONNECTED BUYING INSIGHT

The organisation lacks a single view of who truly drives decisions and how buying happens across complex accounts.

FRAGMENTED CUSTOMER UNDERSTANDING

Different teams hold different versions of the customer, leading to inconsistent priorities, diluted propositions and slower revenue impact.

THE RESULT?

Misaligned strategy, inefficient investment, and missed opportunities to win and retain high-value customers.

Why customer clarity changes commercial outcomes

Clarifying who your ideal customers are, and how decisions get made, gives leaders confidence in where to invest. It aligns marketing, sales and product around shared priorities and sharpens focus.

The outcome is a single, connected view of the customer that sharpens focus, improves decision-making and supports measurable growth.

71%

OF LEADERS IN SILOED SALES AND MARKETING ORGANISATIONS REPORT LOW CONFIDENCE IN HITTING GROWTH TARGETS.

Magnus GTM Confidence Index, 2025

LEADERS IN CROSS-FUNCTIONALLY ALIGNED ORGANISATIONS ARE

4×

MORE CONFIDENT IN ACHIEVING GROWTH TARGETS.

Magnus GTM Confidence Index, 2025

What leadership teams gain from a single customer view

Accelerate revenue performance by concentrating investment and effort on high-value customers and the opportunities that convert fastest.

Increase win probability through clearer understanding of how decisions are made and where influence lies within target accounts.

Improve commercial effectiveness by giving teams a unified customer view that informs prioritisation, planning and engagement.

Reduce cost-to-acquire by eliminating inefficiency and misaligned activity across marketing, sales and product.

Align the organisation around evidence-based insight, strengthening strategic decision-making and accountability for growth.

How we create clarity leaders can act on

The proven Magnus approach to gaining customer clarity and commercial confidence.
We work in focused sprints to build a single, connected view of your customer, grounded in three fundamentals:

IDEAL CUSTOMER PROFILE (ICP)

An executive definition of your best-fit customers and why. This includes clear fit tiers (best-fit, okay-fit and red flags) and 5-8 qualification criteria, enabling teams to qualify opportunities in or out consistently and focus effort where strategic alignment and impact are highest.

DECISION-MAKING UNIT (DMU)

A mapped and prioritised buying group showing where authority and influence sit, how decisions are made and what matters to each stakeholder, forming the foundation for clearer engagement and a compelling value proposition.

CUSTOMER JOURNEY MAP (CJM)

An end-to-end view of how ideal customers move through the lifecycle, from awareness to renewal. It captures key questions, objections, decision triggers and proof needs, providing marketing and sales with a shared, live reference for engaging customers at the right time, with relevance.

Better structure as a team, much more visibility on our activities and our spend, more focused on where we can deliver value for the business.

Commercial Leader – Global Banking Solution

Proven impact in complex B2B environments

Creating commercial focus for a leading financial platform business.

The business needed a clearer definition of where growth would come from and how to prioritise effort across complex adviser networks. We established a clear view of their ideal customer profile and mapped the decision-making unit to focus investment where their product delivers the greatest strategic value – aligning marketing, sales and product around shared growth priorities.

Repositioning marketing for a global compliance and risk platform.

The client sought to reposition marketing as a strategic growth driver and improve alignment with sales. By defining their ideal customer profile, mapping decision makers and understanding how buying decisions were made, we provided the structure and evidence to focus resources, sharpen messaging and build confidence in marketing’s commercial impact.

Connecting customer insight for a technology and engineering leader.

Operating across multiple industries, the business needed to strengthen customer understanding and align commercial teams around a consistent view of value. We mapped their customer journeys across key sectors to identify decision drivers, barriers and engagement gaps, helping leadership prioritise where to focus and how to differentiate effectively.

Improved “outside in” market view rather than an internal view on the market.

Marketing Leader – World-leading Logistics Business

Frequently Asked Questions

Most leadership teams have a view, but it’s rarely consistent across sales, marketing and product. This work codifies a single definition of who to prioritise – reducing ambiguity and improving focus in investment and resource decisions.

We don’t just run models – we give you actionable clarity. We combine real market intelligence with internal alignment, delivering insights your teams can actually use, and data your investors can trust.

Our work, whether opportunity analysis or defining your ideal customer profile., start delivering clarity instantly. With focused recommendations on markets, segments, and buying groups that reduce waste and accelerate results.

Not at all. Many clients use our Where to Play solution to re-prioritise existing focus, re-segment their base, or sharpen commercial strategy ahead of investment, new leadership, or GTM evolution.

We work collaboratively but efficiently – using workshops, stakeholder interviews, and data inputs to shape strategy without pulling your team off-course.