ICP Intelligence February 2026: Marketing & Growth

People Segment

Why are Marketing & Growth leaders increasingly embracing technology and narrative amid shipping delays? The Marketing & Growth persona is experiencing a notable pivot towards Technology and Narrative, with increases of +0.29 and +0.18 respectively over the last six months. This shift comes despite persistent top pain points around slow processes and delayed shipping of marketing ideas, suggesting a drive to leverage new solutions to overcome operational friction. While 'understanding the customer deeply' remains a core priority, the emergence of 'building a full, healthy, and happy life' highlights a growing focus on personal well-being alongside professional goals. The segment clearly bifurcates into a dominant High-Technology / High-Data cluster (66.5%) and a smaller Low-Technology / Low-Data group (33.5%), indicating diverse approaches to addressing these evolving challenges and opportunities.

AI-generated summary · February 11, 2026

Behavioral Factor Profile

Narrative
4.09
▲ +0.14
Operations
3.53
—
Data
3.61
▼ -0.22
Technology
3.86
▲ +0.31
Risk
3.63
▲ +0.19
Growth
4.90
▲ +0.08
Stakeholder
4.83
▼ -0.09

Scale: 1 (conservative) to 5 (innovative) · Arrows show 6-month shift

Factor Radar

Top Power Words

amazinggrowthimpactinnovationsuccessful+ 10 morePRO

Thematic Intelligence

Priorities

sample
understanding and knowing the customer deeply
focusing on the craft of marketing, strategy, and creativity
building a full, healthy, and happy life
+ 12 more PRO

Pain Points

sample
marketing ideas taking forever to ship due to slow processes
marketing ideas taking forever to ship due to slow process
marketing ideas taking forever to ship due to slow processes.
+ 12 more PRO

Success Metrics

sample
roi (return on investment)
performance insights and recommendations (for emails)
nps (net promoter score)
+ 12 more PRO

Decision Frameworks

sample
classic marketing principles: applying established strategies for global growth
insight development strategies: getting behind cultural nuances for international markets
trusting your gut: believing in instincts even when others disagree or it's risky
+ 12 more PRO

Red Flags

sample
jumping between tools or messy handoffs.
asking everyone to test new things creates chaos
ceo not putting ai as a top strategic initiative
+ 12 more PRO

Behavioral Archetypes

66.3%
33.7%
High-Technology / High-Data(66.3%)
Low-Technology / Low-Data(33.7%)

Cluster quality: moderate · Full archetype profiles with factor comparison PRO

Roles in Marketing & Growth

CMOVP MarketingChief Digital Officer

Other People Segments

Sales & RevenueIT & SecurityEngineering & ProductFinance & LegalOperations & HRCustomer Success & SupportExecutive LeadershipAdvisory & ConsultingAcademic & ResearchMedia & Content

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