ICP (ideal customer profile)
An ICP, or ideal customer profile, is a written description of the type of account an agency wins most often and retains longest, used to prioritize outreach.
An ICP is not a wish list of dream clients; it is a pattern read from delivery data — the industries, sizes, and buyer types where the firm's actual work has produced the best outcomes and the longest relationships. It should be falsifiable against the client roster.
Without a written ICP, outreach targets whoever answers, and account scoring has nothing to score against. With one, the sales team can rank accounts by fit before the first call.
Why it mattersAn agency without a written ICP spends selling time on accounts it is statistically unlikely to win or keep.
Related terms and practice.
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Start with the founder-dependency audit.
Ten working days, fixed fee, a written read your team owns. The fee credits against the build that follows.