Customer personas are priority one… sometime next quarter after the numbers come in.

Besides, any changes to our ideal customer’s behaviors, needs and priorities would’ve been so obvious.

Risk of wasting resources on campaigns that go nowhere? Gut check says no, that’d also be obvious by now.

Yes, and it would’ve been obvious by now if the competition was continually updating and gathering data, refining their understanding of the market and positioning themselves to take our most valuable customers.