Your GTM AI Profile is the intelligence foundation for everything Eve does. Following these best practices ensures maximum effectiveness across lead finding, company matching, and message creation.
Product Descriptions:
Include all products you actively sell
Keep descriptions current with latest features and capabilities
Use language that resonates with your target audience
Be specific about use cases and ideal customers for each product
Value Propositions:
Clearly articulate what makes you different from competitors
Focus on outcomes and benefits, not just features
Avoid generic language like "best in class" or "leading solution"
Ground claims in specific, demonstrable value
Pain Points:
Aim for 5-7 well-defined pain points per product minimum
Be specific rather than generic (e.g., "manual data entry consuming 10+ hours weekly" vs. "inefficiency")
Include both business-level challenges (revenue impact, cost issues) and individual-level frustrations (time wasted, repetitive work)
Use measurable language when possible
Update pain points based on customer feedback and market changes
Outcomes:
Quantify results whenever possible (e.g., "reduce processing time by 40%" not "work faster")
Include both short-term wins and long-term strategic benefits
Align outcomes with the goals of your target personas
Cover multiple dimensions: time savings, cost reduction, revenue growth, risk mitigation
If you offer multiple distinct solutions, create separate product entries rather than lumping everything together.
Why This Matters:
Enables Eve to match prospects with the most relevant solution
Creates more personalized, targeted messaging
Improves conversion rates by addressing specific needs
Allows different ICPs and campaigns for different products
How to Structure:
Separate products that solve fundamentally different problems
Create distinct entries for different customer segments (enterprise vs. mid-market versions)
Split product lines that target different personas or departments
Maintain separate pain points and outcomes for each product
Example: Instead of one product called "Business Software Suite," create:
Marketing Automation Platform
Sales Engagement Tool
Customer Support System
Each with its own pain points, outcomes, and value proposition.
Your GTM AI Profile should evolve as your business evolves.
Regular Review Schedule:
Monthly: Quick review to catch any obvious gaps or outdated information
Quarterly: Comprehensive review of all sections, updating based on market feedback
After Major Changes: Immediate update when launching products, pivoting strategy, or entering new markets
Triggers for Updates:
Product launches or major feature releases
Changes in target market or customer segments
Competitive landscape shifts that affect positioning
Customer feedback revealing new pain points or outcomes
Strategic pivots in go-to-market approach
Organizational changes (new leadership, mergers, acquisitions)
What to Update:
Add new products and retire discontinued ones
Refresh pain points based on recent customer conversations
Update outcomes with latest success metrics and case study results
Refine value proposition as differentiation evolves
Adjust industry or persona focus based on pipeline performance
Upload supplementary materials to enhance Eve's intelligence beyond website analysis.
High-Value Content to Upload:
Case Studies: Demonstrate real customer success with specific metrics
Sales Decks: Capture your refined positioning and key messages
Product Documentation: Provide technical details for accurate descriptions
Competitive Battle Cards: Help Eve understand your differentiation
Customer Testimonials: Showcase proof points and outcomes
Industry Research: Give context for targeting specific markets
How Eve Uses This Content:
Refines ICP searches to find more relevant companies
Enhances message creation with specific proof points and examples
Improves tone of voice alignment with your established brand
Strengthens personalization with real customer stories and data
Informs objection handling with competitive insights
Best Practices for Knowledge Base:
Keep documents current and remove outdated materials
Organize content logically (create folders or naming conventions)
Include a variety of content types for comprehensive context
Update regularly as new case studies and materials become available
Remove any sensitive or confidential information before uploading
Your GTM AI Profile should reflect how you actually sell, not an idealized version.
Questions to Ask:
Does this match what our best salespeople say to prospects?
Are these the pain points we actually hear in discovery calls?
Do these outcomes reflect what customers truly achieve?
Is this value proposition what actually wins deals for us?
Are we targeting the personas who have budget and authority?
Alignment Checks:
Share your profile with top sales reps for feedback
Compare messaging to winning email threads and call recordings
Validate pain points against CRM notes from closed deals
Verify outcomes with customer success data and satisfaction scores
Test positioning with a small campaign before full rollout
Generic profiles produce generic results. Specificity drives performance.
Instead of Generic:
"Improve efficiency" → "Reduce manual data entry from 10 hours to 1 hour per week"
"Save money" → "Cut operational costs by 30% through automated workflows"
"Better insights" → "Access real-time dashboards that surface top 3 revenue opportunities"
"Easier to use" → "Deploy in 2 days vs. 2 months for legacy solutions"
Why Specificity Matters:
Creates more compelling, credible messaging
Helps prospects immediately see relevance to their situation
Differentiates you from competitors with vague claims
Sets clear expectations that you can deliver on
Improves both response rates and qualification quality
Your profile should be complete but not overwhelming.
Finding the Right Balance:
Include all relevant products without cluttering (combine very similar offerings)
Capture major pain points without listing every minor issue (5-10 per product is ideal)
Show diverse outcomes without becoming repetitive (focus on distinct benefit types)
Provide enough context without writing an encyclopedia (2-4 sentences per element)
Red Flags:
Only 1-2 pain points listed (too narrow)
20+ pain points that are highly repetitive (too much noise)
Value propositions longer than a paragraph (too verbose)
Outcomes that all say essentially the same thing (redundant)
Your GTM AI Profile should evolve based on campaign performance data.
Metrics to Monitor:
Response rates by product focus
Meeting booking rates by pain point messaging
Conversion rates by ICP segment
Reply sentiment and common objections
Optimization Cycle:
Launch campaigns with current profile
Monitor performance for 2-4 weeks
Identify high and low performing elements
Update profile to emphasize what works
Retire or refine what doesn't resonate
Launch new campaigns with updated profile
Compare performance to establish improvement
Common Optimization Patterns:
If response rates are low, pain points may not be resonating—test different angles
If meetings don't convert, outcomes may be misaligned with what prospects actually need
If wrong personas are responding, refine your value proposition to be more role-specific
If competitors are mentioned in objections, strengthen your differentiation in the value prop
Q: How do I know if my GTM AI Profile is "good enough" to start running campaigns? A: Your profile is ready when: (1) all products you want to sell are listed with clear descriptions, (2) you have at least 5 pain points and 4 outcomes per product, (3) your value proposition clearly differentiates you from competitors, and (4) the language sounds like how your best salespeople actually talk to prospects. Don't wait for perfection—you can refine as you go based on campaign results.
Q: Should I create separate profiles for different regions or should I include all regions in one profile? A: Keep one profile but use the Prompt Editor or manual editing to emphasize geographic-specific considerations if needed. When creating campaigns, you can specify geographic targeting at the ICP and company level. However, if you're selling fundamentally different products or have significantly different positioning across regions, you might consider using the Prompt Editor to create focused profiles for major campaigns.
Q: How often should "typical" companies update their GTM AI Profile? A: Most companies benefit from a quick monthly review (10-15 minutes) to catch obvious gaps, and a comprehensive quarterly review (1-2 hours) to update based on market feedback and campaign performance. Additionally, update immediately when you launch new products, enter new markets, or receive consistent feedback that your messaging isn't landing.
Q: What's the single most important element of the GTM AI Profile? A: Pain points. If your pain points accurately reflect what prospects are experiencing, everything else follows—Eve can find the right companies, identify relevant prospects, and craft compelling messages. Generic or inaccurate pain points cascade through the entire system and reduce effectiveness across all functions.
Q: Can I have too many pain points? A: Yes. If you list 20-30 pain points, especially if many are similar or repetitive, it dilutes Eve's ability to create focused, relevant messaging. Aim for 5-10 distinct, well-defined pain points per product. Each should represent a meaningfully different challenge that your solution addresses.
Q: How technical should my product descriptions be? A: Match the technical level of your target audience. If you're selling to highly technical personas (e.g., software engineers, data scientists), use appropriate technical language. If you're targeting business leaders or general managers, focus on business outcomes with minimal jargon. When in doubt, use the language you see in winning deals and successful conversations.
Q: Should my GTM AI Profile mention competitors? A: Generally, no. Your profile should focus on your unique value and what problems you solve, not on competitor comparison. However, your value proposition should implicitly differentiate you by highlighting what makes your approach unique. If you have specific competitive intelligence, include it in your Knowledge Base where Eve can reference it for messaging context.
Q: What if my product solves problems that prospects don't know they have yet? A: This is common with innovative solutions. Frame pain points around the symptoms or consequences prospects are experiencing, even if they haven't connected them to your solution category yet. For example, instead of "lack of AI-powered automation" (which they may not recognize as a problem), use "spending 15+ hours weekly on tasks that could be automated" (which they definitely feel).
Q: How do I balance being comprehensive with keeping my profile focused? A: Think of your GTM AI Profile as your "80/20" positioning—cover the 20% of information that drives 80% of your results. Include all significant products, the most common and impactful pain points, and the outcomes that matter most to your target personas. You can always add more detail later based on what's working in actual campaigns.
Q: Should I include pricing information in my profile? A: Generally, no. Your GTM AI Profile focuses on problems, solutions, and outcomes, not pricing. Pricing conversations happen later in the sales process. However, if your price point is a significant differentiator (e.g., "enterprise features at SMB prices"), you can reference this in your value proposition without stating specific numbers.
Q: What if different sales reps on my team have different opinions about what should be in the profile? A: Base decisions on data, not opinions. Look at what messaging wins deals—review won opportunity notes in your CRM, analyze high-performing email threads, and listen to successful sales calls. If there's still disagreement, test different approaches in campaigns and let performance data guide the decision. You can also create variations through ICPs to test different positioning strategies.
Q: How do I handle seasonal products or services in my GTM AI Profile? A: Include seasonal offerings in your profile year-round, but create campaigns for them only during relevant seasons. This way, your profile remains comprehensive, and you can quickly launch targeted campaigns when the timing is right. Alternatively, add/remove seasonal products at the beginning/end of their relevant seasons if you prefer a leaner profile.
