Step five is about part two of the template. Step five, is articulating where these personas work. There are many types of companies that are out there in the world. And we want to make sure we're targeting the right type of companies. We want to know what's the easiest type of company to win? Where must we win.

And we need to be consistent within our objectives. I'm going to describe this in just a minute. But the idea is that of all the companies in the world, we need to be proactive, and we're going to invest our limited marketing, marketing dollars, efforts and resources. And so we really want to understand who our target company profile is, and that's reflected in step five. So there are many Company Profile dimensions we could consider and I listed some of them here, whether we're interested in expanding our footprint in the installed base. We want to go after net new clients or new customer acquisition.

Greenfield sites means you've got a company that's already established, but they bought a new building, and therefore they have to reinvest in a whole new infrastructure. And that's called Greenfield. It's a starting from scratch kind of perspective. Their fortune 500 versus startups. Maybe there's geographic parameters. Do we want to be focused on just the US North America, we want to be global.

What does that mean, from a company perspective, another dimension is how much revenue these companies bring in. There's a huge difference between a multibillion dollar company versus a startup that's maybe one their first $50,000 and how we treat those companies, how we think of those companies is markedly different, and we need to understand that and how it influences our persona. And then perhaps another dimension is well not just based on the parameter of how much revenue they make. But maybe it's based on the number of employees they have. A company that has 100,000 employees or more operates very differently than a company that has 2550 100 employees. Now, there are many other dimensions and you want to pick those dimensions that are most important to you.

And the reason you will do that is because based on these parameters will influence your decision on where you want to target where those first next customers should come from. Remember how I talked about in an earlier lesson, we needed to understand our marketing objectives. Do we want to win 10 new customers or 10,000 customers? Well, looking at this profile of dimensions, you can see 10,000 customers can be cut across many different angles, versus if we wanted just 10 customers. Maybe what we want to focus on is 10 startups and how we would think about them we'd be very different versus if we're going after 10 fortune 500 companies So here's what the template looks like for Step five, where they work. And what is the ideal company profile.

And this is a chance for you to pan a short paragraph on what you think the ideal company looks like. And not all companies are good targets. So you really want to be as specific as as possible. So here's, here's an example. I was working for a large, very large technology company who wanted to grow their immediate revenue base in the next six months. And in order to do that they made the determination that it is easy, easier to sell to their installed base than it is to when net new customers that's often often the case.

Very true. So what this meant from a persona standpoint, was based on the demographic profile, which could cater across or be relevant across net new prospects and installed base, the deciding factor was We they wanted to limit their marketing programs to expanding the footprint within their current customers. And that meant that the installed base was front and center. Now the installed base is huge for this company. And we needed additional sub segments within that. And as they were selling network gear and gear to promote wireless internet connectivity, one of the dimensions that they found very appealing was to go after the Greenfield sites and I talked about that just a second earlier.

So aiming at the installed base, who were growing, adding new buildings that were brand new and needed a brand new infrastructure provided the ideal company profile that they wanted to go after, and they immediately sectioned off of anybody else who was not adding new buildings and that's allowed them to focus very precisely on With the person on the look like the headaches these decision makers were facing as they tried to get a new building up and running for their set of, you know, 1000 or more employees. And that helped understanding of what the ideal Company Profile was, drove the persona, which then influenced the messaging and the go to market strategy. So many persona templates that are out there, do not include this element of what the ideal Company Profile should be. It's just as important as the demographics we talked about in step four.