Custom GPT: GTM Competition & Ideal Customer Signal Research

Hey, GTM Engineers!

I’ve been testing this idea of “Ideal Customer Signals”.

We have Personas, Ideal Customer Profiles, and Sales Playbooks. But, nothing really defines WHEN to deploy a sales play to your persona and ICP account.

Historically, we’ve had some basic signals:

• Job changers

• Promotions

• Funding announcements

These are foundational and table stakes. (Though, I’m always surprised how many companies still don’t track their champions and when they move jobs.)

AI and AI Agents now give us the opportunity to define & monitor much more custom data points. 

In Clay, this would be setting up a table and running it on a schedule (daily, weekly, or monthly).

For example:

1. Find whether a company is hiring for a specific role (could be hiring a CFO for the first time).

2. Set the table on a schedule, lets say monthly.

3. Clay will then check to see if that company has started to hire that person each month.

4. When that signals pops on the radar, then send a notification to the sales rep in Slack.

So, how do you define YOUR signals?

I made a Custom GPT (access below if you’re a subscriber) that is based off of my Ideal Customer Signal to get you started. It also combines competitive research and persona messaging.

Check out it out in action👇️ 

🎯 Objective

To automate research so you can more effectively:

1. Compete against your competition

2. Define signals to find your customers first

3. Draft messaging & case study recommendations for each persona

4. Content for:

   • Competitive battle cards

   • Positioning for competitive takeout campaigns

   • Sales training on personas

   • Defining your Ideal Customer Signals

   • Marketing for better targeted and more contextual ABM

Here’s an example of one of the table outputs:

How to use

⚙️ Inputs

Provide the following inputs:

1. Your company

   • “My company is Clay.com”

2. Your target competition

   • “We compete against ZoomInfo”

3. Your best industries

   1. “Clay.com’s target industries are Software, Financial Services”

4. Your segments

   1. “We sell into Mid-Market, Enterprise”

🎯 Outputs

Output 1 - Competitive Analysis:

• When is it better to sell your services vs. competition?

• Key product strengths & use cases favoring your company

• Economic benefits of your services vs. competition

• Top 3 selling points to displace the target competition

• Primary weaknesses of target competition

• Your differentiators & strengths

Part of the analysis since its long

Output 2 - Ideal Customer Signals Table

Output 3 - Persona Value Prop Map Table

📓 Notes

👉️ If it doesn’t not give you all 3, then ask it for the output.

👉️ Results may vary if your company is very new without a lot of info on the web.

Access

Subscribe to gain access to this GTP below