ICP Template — Ideal Customer Profile

An ICP is not a persona. It defines the type of company most likely to buy, succeed with, and expand your product. Build one ICP per market segment you're actively targeting.

Part 1: Firmographic Profile

Attribute	Your ICP
Company size	e.g., 50–500 employees
Industry / vertical	e.g., B2B SaaS, fintech, professional services
Revenue range	e.g., $5M–$50M ARR
Geography	e.g., North America, English-speaking markets
Business model	e.g., subscription, PLG, enterprise sales
Growth stage	e.g., Series A–C, post-PMF, scaling GTM

Part 2: Technographic Profile

Must-have tools in their stack:

(e.g., Salesforce, HubSpot, Slack)

Signals that indicate readiness:

(e.g., hiring a VP Marketing, posting PMM roles, using Gong)

Tools they're replacing or supplementing with you:

Part 3: Buying Signals

Trigger events that create urgency (things that happen before they start looking):

New funding round
New GTM hire
Product launch planned
Board pressure on pipeline

Intent signals (things you can detect externally):

Job postings for [role]
Visiting your pricing page 3+ times
Competitor review page visits

Part 4: Stakeholder Map

Role	Title	Involvement	What they care about
Champion	e.g., Sr. PMM	Drives the deal	Saves them time, makes them look good
Economic buyer	e.g., VP Marketing	Signs off budget	ROI, risk reduction
Blocker	e.g., IT / Legal	Must approve	Security, compliance
Influencer	e.g., Head of Sales	Uses the output	Pipeline impact

Part 5: Pain Points & Jobs to Be Done

Their top 3 pains (in their words): 1. 2. 3.

What success looks like for them in 90 days:

What they've already tried and why it failed:

Part 6: Disqualifiers

Companies that look like the ICP but are not a good fit:

Too early (pre-PMF, no GTM motion yet)
Wrong model (e.g., B2C, agency model)
Already locked into a competitor

Part 7: ICP Scoring Rubric

Use this to score inbound leads 1–5 on each dimension:

Dimension	1 (weak)	3 (ok)	5 (strong)
Company size	<10 or >5000	25–50 or 500–2000	50–500
Vertical fit	Off-vertical	Adjacent	Core vertical
Trigger present	None detected	Indirect signal	Direct trigger
Stakeholder access	Unknown	Influencer only	Champion identified
Tech stack fit	Conflict	Neutral	Stack match

Score 18–25: Strong ICP — prioritise Score 10–17: Moderate — qualify harder Score <10: Weak — deprioritise

Define and score your ICP segments inside AI Marketing Workbench — then generate messaging and battlecards directly from them.

ICP Template (Ideal Customer Profile)