How often should I update my ideal customer profile?

You should review and update your profile at least every quarter, or more often if you notice a tipping point in your target market.

What's the most important metric for measuring identifying prospective customer success?

While this is business-specific, conversion rate is probably the most reliable indicator of the effectiveness of identifying prospective customers.

How can I encourage my sales team to use our CRM consistently?

Train them regularly, make learning as easy as you can, and, if possible, link their CRM usage to performance reviews or other rewards.

Is cold calling still an effective way of identifying prospective customers?

If it’s sufficiently narrowly targeted and personalized, cold calling can still work for identifying prospective customers, especially if you combine it with other methods.

Marvin Varee

Marvin Varee is the Senior Director of Growth Marketing at RingCentral, where he has been driving exceptional growth strategies since September 2019. With over five years at RingCentral, Marvin has played a pivotal role in scaling the company’s ABM and Integrated Marketing initiatives and implementing effective demand generation tactics.

Before joining RingCentral, Marvin led demand generation and integrated campaigns at FinancialForce and managed global campaigns at Zuora. His career began at Oracle as a Mid-Market Applications Account Manager. Marvin holds a Bachelor of Arts in Political Science from the University of California, Berkeley, and is a Marketo Certified Expert. Known for his strategic vision and results-driven approach, Marvin continues to elevate RingCentral’s growth trajectory.

LinkedIn Profile