A written definition of the type of customer who gets the most value from what you sell and brings the most value back: firmographics or demographics, needs, triggers and disqualifiers.
Before targeting, messaging, sales outreach or lead scoring; whenever marketing and sales disagree about lead quality.
A B2B firm defining 'manufacturers with 50 to 500 employees and a new ERP'; a contractor excluding jobs under a set size; using top-customer data to build lookalike audiences.
Foundational for B2B and services, useful for everyone. Flagged when the ICP is aspirational instead of drawn from the customers who actually stay and pay.
