Chief Marketing Officer
Fish with a spear,
not a net.
When ICP assumptions drift, campaigns don't fail loudly, they just become expensive. More spend, flatter returns, harder attribution. The Drift Score tells you whether your targeting is still pointed at the buyers most likely to move, or at a profile the market has already shifted away from.
The real question
The problem with stale ICP A persona defined 12 months ago misses the buying triggers that exist today — new regulations, AI adoption shifts, leadership changes, stack migrations. You're still casting into the right pond. The fish have moved.
What sharpens after a Drift Score
- Messaging anchored to signals buyers are actually responding to now
- Segment prioritisation based on current market motion, not historical conversion
- Campaign spend pointed at buyers in an active decision window
- Content positioned against where the category narrative is moving, not where it was
What signal triangulation catches that persona research misses
Tech stack shifts
Data Tells you direction of travel, not intent.
New VP of Marketing or Sales hire
Mandate signal. New leader = new vendor evaluation cycle.
Regulatory shift in vertical + increased hiring
Convergence. Three signals together = a buying window. One alone is noise.
"One signal is data. Three signals converging is intelligence. That's the difference between a list and a pipeline."