Belgium just destroyed 2,352 cans of Miller High Life. It's a classic "Know thy customer" (and European regulations) blunder. A lot of headache and spilled beer can be avoided by taking the time to properly research your ideal customer. And when sales pipelines get tight, it can be too easy to make compromises and critical mistakes that impact sales performance. According to a recent post from Greg Hessong, a Sr. Director in Gartner's Sales Advisory practice, there are "3 Common Mistakes in Building an Ideal Customer Profile." The effort required to create your ICP strategy is worth celebrating – with or without the Champagne of Beers.