Strategy · ICP definition
When do you need to define your ideal customer profile (ICP)?
Not every customer is a good customer for your company
We define your ideal customer profile based on your best customers, your sales data and your team’s knowledge. The result is a shared set of criteria for deciding which companies to target, how to prioritise them and what message each profile needs.
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 do you gain from a well-defined ICP?
You move from targeting any company to focusing on the ones that fit best with your offer.
Book a free 30-minute meeting
Do you know which customers really matter to you?
Leave us your details and we’ll review your current portfolio, your acquisition channels and how you qualify opportunities. Then we’ll tell you where to start defining your ideal customer.
