By Gertrude G. Van Horn, SVP & CIO at Cien.ai

“Anything that is measured and watched improves.”

– Bob Parsons, Founder of GoDaddy

The Problem: The High Cost of “Gut Feel”

In many B2B organizations, the definition of an Ideal Customer Profile (ICP) is surprisingly unscientific. It is often a static document born from broad segmentation—firmographics like company size or industry—and a healthy dose of executive “gut feel”. This manual approach to lead scoring and targeting is not only time-consuming but also dangerously imprecise.

When your Go-To-Market (GTM) team operates on broad assumptions, your SDRs waste their most valuable resource—time—prospecting into accounts that are either a poor fit or not currently in-market. This “shotgun approach” leads to low conversion rates, bloated pipelines of “zombie deals,” and growing frustration between Sales and Marketing over lead quality. In today’s high-stakes environment, guessing who might buy is a luxury most companies can no longer afford.

The Solution: Precision Targeting via the GTM Suite

Let’s take a page from the Bob Parsons management book. If any business metric you measure and watch will improve, take a moment to consider a “small 2% uplift.” What does 2% look like in your organization? Across our Cien client base, we’ve seen the impact of “just 2%”.

You can join the 2% Club. Stop wasting resources on cold leads and shift from static segmentation to dynamic, AI-powered refinement. Cien.ai’s GTM Suite helps you get there by moving beyond surface-level CRM data:

• Heatmap Analysis: We test over 20 growth hypotheses against your historical data to identify where your current ICP is winning—and where it’s failing.
• Propensity Modeling: Instead of manual scores, our AI evaluates real-time behavioral insights and historical win patterns to assign a specific win probability to every account.
• Data Enhancement: Before analysis, Cien.ai automatically cleans and standardizes your CRM data—deduplicating records and filling in missing fields—ensuring your ICP is built on a foundation of “Gold” data.

As Cien.ai introduces its Agentic Customer Guidance, these insights and recommendations based on a client’s specific data and trends are now just a conversation away. This allows leaders to interact with their data through GTM Suite’s Agentic interface and uncover the “why” behind performance and operational friction points in real-time.

Bottom Line

Joining the 2% Club means moving from a culture of “guessing” to a culture of “knowing.” It isn’t just about a one-time win; it’s about building a repeatable, scientific process that compounds over time. And 2% is just the starting point!   

Let’s do the math. A 2% improvement for a $350M firm doesn’t just add $7M to the top line; it can add over $80M in market valuation, depending on your multiples. 

For 2026, don’t just set a revenue goal. Set a 2% precision improvement goal. Whether you are a $350M enterprise, a multi-billion-dollar PE firm, or a global consulting firm, Cien can help you – or your clients –  target that first 2% and find the key to unlocking millions in hidden value, revenue opportunities, and market valuation. 

Curious how Cien can transform your GTM motion? You can experience our game-changing “Heatmap Analysis” in just 10 business days and find out where your 2% is hiding.
Talk to Cien. Join the 2% Club! 

About the Cien.ai Growth Essentials Series

This article is part of our Growth Essentials Series, inspired by our work with B2B executives, GTM consultants, and PE operating partners. These articles focus on the non-technical aspects of improving GTM performance. If you want to dig into the technical details of how to measure the concepts we use here, check out our Practical RevOps Analysis Series.