ICP and market segmentation
Define where you win, which accounts belong, and how sales and marketing should prioritize them—using evidence instead of broad firmographic labels.
1.
Find the pattern
Study closed-won, lost, and best-fit customers to isolate the traits behind real success.
2.
Define the segments
Turn those traits into observable fit, exclusion, and reachability criteria.
3.
Build the market
Find matching accounts, estimate coverage, and assign tiers with evidence attached.
4.
Keep it current
Refresh the model as conversion, win/loss, and market conditions change.
Evidence in, action out.
The operating problem
Broad firmographic filters group companies that look alike but differ in need, timing, and ability to buy.
How the workflow runs
Find the traits behind real wins, test them across the market, and turn them into observable segment rules.
Evidence and inputs
Closed-won and lost deals, product strengths, positioning, firmographics, technographics, hiring, regulation, and stakeholder insight.
Actions and handoffs
Define segments, build account universes, estimate coverage, score fit, assign tiers, and document why each account belongs.
Operating outcome
Marketing plans against reachable segments while sales receives accounts matching the same evidence-backed definition.
Controls for production
Set exclusions, evidence thresholds, regional rules, strategic overrides, and scheduled review against pipeline conversion.
Keep the ICP connected to the market
The definition stays linked to customer evidence, account research, and conversion data instead of going stale after the planning cycle.
Forge
Combines market evidence, positioning, and account criteria.
Heimdall
Monitors target companies and market shifts that affect segment fit.
Mimir
Explains account fit with supporting evidence and priority context.
One intelligence layer from plan to delivery
16x
Faster time-to-insight
5
Fewer tools needed
80%
Avg. cost reduction
8 hrs
Saved per team per week
Put the ICP inside the GTM stack
Use CRM history, enrichment, campaign response, and market signals to build the model, then return segments and tiers to planning, scoring, and routing.
Turn AI potential into real business outcomes
Resources
Certified
Compliant
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