gtm-icp-definition

# GTM ICP Definition Facilitate a structured ICP workshop. Output is a versioned ICP document teams can act on across sales, marketing, and growth. ## Steps 1. **Best customer analysis** — ask for 3–5 best customers. Extract: what they share (industry, size, stack, GTM model), what made them buy (trigger, champion, pain), what outcome they got, why they stay. 2. **Loss/churn analysis** — ask about lost deals and churned accounts. Identify recurring patterns → defines Negative ICP. 3. **Segment the market** — group into 2–5 segments by: vertical, business model, size band, data/tech maturity, GTM motion fit (PLG vs sales-led). 4. **Map the buying committee** — per segment: Economic Buyer (approves budget), Technical Champion (evaluates), End User (daily use), Blocker (can kill deal). 5. **Define FIRE criteria** — translate each segment into measurable scoring signals. What firmographic attributes = high Fit? What behavioral signals = high Intent? Use the `gtm-qualification-scoring` skill for the full FIRE rubric. 6. **Write the ICP document** — use the template below. ## Output (inline version) ``` ICP v[X] · [Company] · [Date] Segment [#]: [Name] Who: [1–2 sentences] Firmographics: industry · size · geography · business model Stack signals: [tools or tech patterns indicating fit] Trigger events: [what makes them enter the market] Buying committee: Economic Buyer / Champion / End User / Blocker Why they buy: [pain + outcome] ACV range / sales cycle: [estimate] Negative ICP: - [Characteristic] → [why it's a bad fit] FIRE scoring criteria for this segment: - Fit: [high-signal markers] - Intent: [specific triggers] - Recency: [timeframe threshold] - Engagement: [interaction types that count] ``` **Flag any segment not grounded in real customers** as `[Hypothesis — validate with first 10 customers]`. Version the document and recommend revisiting every 6 months.