And repeat

You start with a hypothesis about who your ICP is. You come up with messaging. You create target account lists. You create performance marketing assets. You create a lead scoring model. You create lifecycle emails. You create sales decks, landing pages, and battle cards. You learn that your ICP has changed. You update your ICP. You update your messaging. You update your target account lists. You update your performance marketing assets. You update your lead scoring model. You update your lifecycle emails. You update your sales decks, landing pages, and battle cards. You learn that your ICP has changed...