Ideal Customer Profile (ICP) Worksheet
A structured worksheet for defining firmographic, technographic, and trigger-event criteria before a single dial goes out, plus a weighted scoring model to rank accounts.
What's inside
- Firmographic criteria table: industry, company size, revenue, geography, growth stage, ownership type
- Technographic criteria table: core stack, maturity signals, integration fit
- Trigger-events checklist: funding, new leadership hire, job postings, expansion, M&A, compliance deadline
- Anti-ICP disqualifiers section (industries, size thresholds, behavioral red flags)
- Weighted scoring model (100-point rubric across 6 criteria)
- 10-deal validation sanity check against closed-won and lost-for-fit deals
- Quarterly review cadence guidance
- Ownership-type field (VC-backed / PE-backed / family-owned / public)
A structured worksheet for defining exactly who belongs on your outbound list — before a single dial goes out. Fill this in as a team, not solo; the biggest ICP mistakes come from one person's assumptions going unchallenged.
How to use this: Complete each section, then run 10 of your best closed-won deals through the scoring model at the bottom to sanity-check your definition against reality, not just intuition.
Section 1: Firmographic Criteria
| Criterion | Your Definition |
|---|---|
| Industry / vertical (include and exclude) | ______________________ |
| Company size — employee count range | ______________________ |
| Company size — annual revenue range | ______________________ |
| Geography / region served | ______________________ |
| Growth stage (startup / scaling / mature / enterprise) | ______________________ |
| Org structure (centralized vs. distributed teams, single site vs. multi-site) | ______________________ |
| Ownership type (VC-backed, PE-backed, family-owned, public) | ______________________ |
Section 2: Technographic Criteria
| Criterion | Your Definition |
|---|---|
| Core tech stack they must already have (e.g. CRM, specific platform) | ______________________ |
| Tools that indicate maturity/readiness (e.g. already using a category-adjacent tool) | ______________________ |
| Integration requirements you can/can't support | ______________________ |
| Tools that signal poor fit (e.g. still on spreadsheets for something that needs a system) | ______________________ |
Section 3: Trigger Events (What Makes Them Ready NOW)
List the events that historically correlate with your best deals moving fast:
- Recent funding round (Series ___ or later)
- New leadership hire in relevant function (title: ______________________)
- Active job posting for a role your solution supports/replaces
- Recent expansion (new office, new market, new product line)
- Recent M&A activity
- Compliance or regulatory deadline
- Public statement about a relevant initiative (earnings call, press release, LinkedIn post)
- Other: ______________________
Section 4: Firmographic & Behavioral Disqualifiers (Anti-ICP)
Be as specific here as in Section 1 — knowing who to skip saves as much time as knowing who to call.
- Industries to exclude: ______________________
- Company size below/above which deals historically don't close: ______________________
- Behavioral red flags (e.g. no dedicated budget owner, team of 1, high vendor churn): ______________________
- Past deals that looked like ICP but weren't — what did they have in common: ______________________
Section 5: Weighted Scoring Model
Score each prospect account 1–5 on each criterion, multiply by weight, sum for a total out of 100. Anything scoring below your threshold (commonly 60) goes to a lower-priority list or gets disqualified.
| Criterion | Weight | Score (1–5) | Weighted Score |
|---|---|---|---|
| Industry fit | 20% | ___ | ___ |
| Company size fit | 20% | ___ | ___ |
| Technographic fit | 15% | ___ | ___ |
| Active trigger event present | 25% | ___ | ___ |
| Geographic fit | 10% | ___ | ___ |
| No major disqualifiers present | 10% | ___ | ___ |
| Total | 100% | ___ / 100 |
Adjust weights to match what actually predicts closed-won in your historical data — don't guess. Trigger events are weighted highest here because they predict urgency, and urgency is what turns a fit account into a moving deal.
Section 6: Validation — The 10-Deal Sanity Check
Pull your 10 most recent closed-won deals and your 5 most recent lost-for-fit deals. Score all 15 against the model above.
- Do closed-won deals cluster at 70+? If not, your weights or criteria are off.
- Do lost-for-fit deals cluster below 50? If not, you're missing a disqualifier.
- Is there a criterion every closed-won deal shares that isn't in your model yet? Add it.
- Is there a criterion you assumed mattered that shows no correlation? Cut it or reweight it.
Review cadence: revisit this worksheet quarterly — trigger events and technographic signals shift faster than firmographics, and a stale ICP quietly inflates your top-of-funnel with dials that were never going to close.
How to use it
Complete it as a team using real closed-won and lost-for-fit deal data, then run the 10-deal validation check at the bottom to confirm the definition matches reality before building your outbound list.