Customer Analysis
Understanding exactly who your software is for is critical. In trying to build a bigger business, a lot of founders end up trying to be everything to everyone, even though a smaller group of customers are really their biggest champions.
The key is to break down the customer data by Segment, Vertical, Industry, Size and Geography and compare them against each other using KPIs such as Demo to Opp Rate, Opp to Close Rates, Net Revenue Retention and Net Promoter Score.
A lot of this data sits inside companies but is never actually compiled and analyzed by the marketing team. The better your analysis of your existing customers, the better you will understand who to go after going forward. The more specific your definition of who you're going after, the better.
This is how TAM and segmentation analysis gets tighter and your CAC comes down because you are focused on your best fit customers.
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