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ICP and next step for REVIEW
ICP:
CTO or CIOFinancial Services (large banks, investment firms), Manufacturing (multinational companies with complex supply chains), Transportation & Logistics companies, and Public Sector (government departments, municipal organizations).
UK and Ireland
Large enterprises (5,000+ employees) with distributed IT environments, typically spread across multiple locations or regions.
Current Goals:
– Achieve higher IT operational efficiency by automating workflows.
– Implement scalable IT service management that integrates with existing infrastructure and tools.
– Meet stringent compliance requirements and regulatory standards, particularly for financial services and public sector clients.
– Increase visibility and control over IT assets and operations, especially for managing cloud services and distributed IT environments.Main Pain Points:
– Lack of real-time visibility across IT operations leading to inefficiencies and downtime.
– Difficulty in managing compliance and governance with current manual processes.
– Fragmented IT infrastructure with disparate tools that don\’t communicate effectively.
– Delayed incident response times due to manual ticketing and discovery processes.Current Solution:
– Many are using a mix of legacy systems for IT service management combined with homegrown solutions that are becoming inefficient and unscalable.
– They often rely on manual processes and outdated systems, which are prone to error.Buying Process: Complex, involving multiple stakeholders, such as IT Directors, Legal, and Procurement, with a strong emphasis on demonstrable ROI and scalability.
Technologies: Many of these organisations are already using cloud services (AWS, Azure) and are looking to expand into hybrid or multi-cloud environments. They most likely have a different ITSM tool that is less scalable and comprehensive as ServiceNow.
Minor ICPs involved: IT Directors, Heads of IT Operations or Service Management, IT Service Managers, IT Service Delivery Managers, IT Infrastructure Managers, IT Operations Managers
What stage of the Buyer’s Journey is the next step for them?
My Major ICP would likely be the exploring solutions phase. They’re already well aware of their pain points like inefficiency in IT operations, lack of visibility, and outdated legacy systems, so they are actively looking for modern, scalable solutions to address these challenges.
They have likely already looked into the general concept of IT automation, but they haven’t fully committed to a specific solution yet. They’re not just looking for information anymore, they’re comparing their options and looking for a solution that can deliver both immediate and long-term value.
In a way, they need reassurance that this isn’t just a nice-to-have but a real need for their operational headaches.
Most of them however are actually at the awareness stage. They’re just starting to recognise that they have a problem but might not fully understand the root cause or how significant it is. For example, they could be noticing inefficiencies in their IT operations, higher costs, or increased downtime, but they haven’t yet connected those pain points to the need for something like an ITSM solution.
What do you need to do to help your ICP move to the next step of their Buyer’s Journey?
- Sharing real-life examples of how ServiceNow has helped similar organisations in their industry overcome challenges like inefficient operations and compliance issues will resonate with them.
- Offering a customised demo that addresses their specific pain points, like real-time IT visibility and automation of manual processes, or even a POC to show them exactly how it integrates with their existing systems.
- Communicate a clear return on investment by showing them how automating workflows or streamlining operations will save them time, reduce costs, or improve compliance.
- I’ll need to highlight the strategic advantages of ServiceNow, like scalability, ease of integration with cloud services, and how it can help them stay ahead in their digital transformation initiatives.
If they are in the awareness stage however:
- I’ll share content that focuses on the specific pain points they’re facing, like inefficiencies in IT operations, lack of visibility, and compliance risks.
- Show real-world examples
- I could share thought leadership articles, whitepapers, or industry reports that give them a broader understanding of IT service management trends and how the right tools can help.
- Start to introduce the concept of ServiceNow as a potential solution.
- Engage in consultative conversations
Hi – I’m going to run through this first thing tomorrow morning.
CTO or CIO
Do the want the exact same things? Otherwise you have two separate ICPs here.
Financial Services (large banks, investment firms), Manufacturing (multinational companies with complex supply chains), Transportation & Logistics companies, and Public Sector (government departments, municipal organizations).
Similarly, I think you should commit to one of these markets for your first cadence. Each of them will want vastly different things from your offering.
Which industry do you have the best track record of booking meetings in?
The rest of your write up is great.
Get stuck into the value proposition workshop now (with the single, specific ICP noted above) and lets uncover the one message that will get them booking meetings.
Thank you Will, you’re right!
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