The problem this solves
Most companies have an ICP on a slide and a very different one in their CRM. The symptoms are familiar: sales chases anything that fills out a form, win rates swing wildly between segments nobody consciously chose, marketing celebrates lead volume that sales quietly ignores, and the deals that close fastest look nothing like the ones the strategy deck describes. Until you know who you actually win with, every downstream investment in messaging, campaigns, and territory design is guesswork.
How we work
We start with your revenue data, not a workshop. We pull closed-won and closed-lost deals from your CRM, segment them by firmographics, deal size, sales cycle length, and retention, and build a picture of where your revenue actually comes from. Then we put that picture next to your stated ICP and target market definition and document every gap.
In parallel we interview the people closest to the market: founders, sales leads, and the reps who hear objections daily. That surfaces the segments your team already avoids or favours for reasons that never made it into a strategy document.
The output is not a persona poster. It is an evidence-based read on which segments deserve focus, which are quietly draining your pipeline, and what your real ICP looks like when the data gets a vote. It feeds directly into positioning work, segmentation strategy, and territory design if you take those on next.
Deliverables
- Closed-won and closed-lost analysis segmented by firmographics, deal size, and cycle length
- ICP fit scorecard comparing stated ICP against revenue reality
- Segment prioritization matrix with a clear focus recommendation
- Gap report on where strategy, sales behaviour, and data disagree
- Findings readout session with your leadership team
What buyers ask before scoping.
How is this different from the Positioning, Messaging & Offer Audit?
This audit answers who you should sell to; the positioning audit answers what you should say and sell to them. They pair well, but the ICP audit comes first: positioning built on the wrong segment is well-polished waste. If you can only run one and your pipeline quality is the complaint, start here.
What data do you need from us to run this audit?
Read access to your CRM with at least a year of deal history, plus an hour each with the people who own revenue: typically a founder or MD, the sales lead, and one or two reps. If your deal data is thin or messy, we work with what exists and flag where the record-keeping itself is the finding.
What if we already have an ICP document?
Good, bring it. The audit is most valuable when there is a stated ICP to test, because the gaps between the document and the closed-won data are exactly what we are looking for. Companies are usually surprised by at least one segment they win consistently but never target on purpose.
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Sounds like your situation?
30 minutes, your calendar, no slide deck. We tell you honestly whether this module fits.
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