For a $20M+ company understanding the customer falls under Product Marketing. The Product Marketing team defines the buyer profiles, workflow integration and models sales success. The Marketing, Demand Gen. and Sales teams use the definitions in their work.
In a startup/scale up business, Product Marketing tends to fall to the person with the most time to invest into the work. The earlier Product Marketing experience is applied to the work, the more rapidly companies typically scale.
iZtek Ideal Customer Profile
Most clients fit the following profile
• $1-8M ARR/MRR
• Sold via sales team
• Under duress to grow team/results
•Fully Defined Qualified Buyer Profiles
•Workflow integration visual models
•Sales Success Model Built
•CEO Vision Statement