The problem this solves
Most B2B teams can name their best customers but cannot define them. Sales chases anything with a pulse, marketing generates leads that sales quietly ignores, and every list pull starts a debate about who counts as a good account. Without a shared, data-backed ICP, segmentation defaults to industry labels that say nothing about willingness to buy, and CRM filters, scoring, and campaign targeting all inherit the vagueness.
How we work
We start with evidence, not a whiteboard. Won and lost deal data from your CRM, revenue and retention per customer group, plus interviews with the people who actually close and keep these accounts. The goal is to find the pattern behind your best customers: firmographics, buying triggers, and the traits that predict a painful engagement.
From there we define ICP tiers with explicit inclusion and exclusion criteria, then translate them into a segmentation model your systems can hold: properties, list logic, and scoring criteria rather than a slide that ages in a shared drive. If you run HubSpot, we map every criterion to a concrete property or list definition.
The result is a targeting standard the whole go-to-market team works from: sales knows which accounts deserve effort, marketing knows who campaigns are for, and operations knows how to keep the segments clean.
Deliverables
- ICP definition document with tier criteria and buying triggers
- Negative ICP: explicit disqualification criteria
- Segmentation model mapped to CRM properties and list logic
- Account and contact scoring criteria recommendations
- Prioritized segment list with rationale
- Rollout notes for sales, marketing, and RevOps