Define who the product is for and why they would pick it, so every later piece of marketing has something to be measured against.
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Use this before any campaign, page or sequence. If the answers do not exist yet, getting them is the work.
An ideal customer profile that fits most companies is not a profile. Push on each of these until the answer excludes someone:
Fill this in with no adjectives:
For [situation] who [trigger], we [what we do] so they [outcome they would state themselves] — unlike [the current alternative].
Test it three ways. If a competitor could sign their name under it, it says nothing. If the customer would not use those words, it is our language, not theirs. If the outcome cannot be observed, it is not an outcome.
Most deals are lost to inertia, not rivals. Write down what doing nothing costs them, in their units — hours, missed replies, rework. That number is the campaign.
One page: the situation, the trigger, the buyer and the user, the current alternative, the positioning sentence, and three proof points that are true today. Mark anything you assumed rather than heard, and list the two questions a customer call would settle.
Never invent a persona with a name, a photo and a coffee preference — it feels like progress and decides nothing. Never claim a differentiator the product does not have yet; write it under "what we would need to be true". Never fabricate customer quotes.
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Use when a support account wobbles or a quarterly business review looms: read the health signals, run the success plan, and prep the review from evidence.
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Reconcile accounts by comparing GL balances to subledgers, bank statements, or third-party data. Use when performing bank reconciliations, GL-to-subledger recs, intercompany reconciliations, or identifying and categorizing reconciling items.
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Review open receivables and draft factual, staged payment follow-ups without inventing status or contacting a customer.
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Write ad variants that each test one idea, within platform limits and supported claims.
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Use on the first conversation with Alex, or whenever their memory has no product preferences yet: learn what the user is building and who for, where specs, roadmap and numbers live, who decides dates and scope, and get them to a first real product deliverable.
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Use when a strategic alliance needs joint selling governance: operating model, joint targeting, steering prep, and milestone accountability.
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