Strategy · ICP definition
When any company looks like a good customer
Fewer possible
customers,
better customers.
Not every company that asks for a quote is a good customer for you. We start from your best customers, from won and lost deals and from your sales team’s experience to define the ideal customer: sector, size, situation, who decides and what worries them. Then we turn it into criteria that marketing and sales use every day.
What you get
An ideal customer defined in writing and criteria your team can apply.
The ICP describes the type of company that best fits your offer. The buyer persona describes the people involved in the decision within that company. You need both to segment and communicate well.
It helps to know your current customers, won and lost opportunities and your sales team’s experience. If you use a CRM, we also analyse its data.
Yes, especially if you work across different sectors or business lines. What matters is prioritising them rather than treating them all the same.
No. It means prioritising. You’ll still handle other opportunities, but marketing and sales effort will focus where the fit is strongest.
We apply it to campaign segmentation, qualification criteria, the CRM and sales messaging so it doesn’t stay in a document.
We recommend reviewing it at least once a year or whenever your offer, market or sales strategy changes.
What changes with a well-defined ideal customer
Sales effort focuses on the companies that suit you best.
