In this episode Paul Denham talks with Hans Bunes and Zsuzsanna Ferenczi from Bunes & Ferenczi  about the Ideal Customer Profile (ICP), without which the foundation of good marketing and sales is on shaky ground.

But not all Ideal Customer Profiles are created equal. 

Hans and Zsuzsanna generously share some of the secrets of their success in helping numerous organisations both large and small nail down their ICP. 

The benefits of underpinning every aspect of the sales and marketing engine with a solid understanding of their ICP cannot be over estimated.

From the unlearning of conventional wisdom, the importance of context, applying critical thinking to very assumption about your ideal customer are just some of the nuggets you'll glean from this conversation.