A practical system for deciding who to pursue, when, and why.

PURPOSE

Define customer segments that can be targeted, messaged, scored, sold to, or disqualified with confidence.

(If a segment cannot be acted on, it is not an ICP.)

USE CASE

Foundation for targeting, messaging, and channel strategy.

HOW TO USE

Complete one segment per instance. Write answers that would lead two different marketers to make similar decisions.

Use narrative descriptions for richness.

▶️ OWNERSHIP & STATUS

• Segment name

  ---

  (CRM-friendly label. Example: “Mid-Market B2B SaaS — RevOps-led.”)

• Owner

  ---

  (Role accountable for accuracy. Example: Head of GTM, VP Marketing, RevOps Lead.)

• Status

  ☐ Target ☐ Observe ☐ Exclude

  (Only “Target” receives active spend and outbound.)

• Primary success metric

  ---

  (Single metric used to judge this segment. Example: MQL→SQL %, ACV, sales cycle length.)

• Last validated (YYYY-MM) ___________________________________

• Next review ___________________________________ (typically quarterly)