ICP Analysis
Every prospecting hour and ad pound goes where the ICP points. This skill measures whether it points at the right companies. Assessments against the ICP leave a trace, so the analysis knows which criteria were active when each account was chosen and can score every criterion against what followed: meetings, opportunities, wins and churn, judged with your ICP, Goals & Objectives and Products memories. RevOps sees which criteria predict outcomes and which just feel right, revisions arrive as versions carrying their evidence, and leaders can test a proposed ICP against history before adopting it. The strategic call stays human.
The ICP, held to account
The ICP decides where prospecting hours, ad budget and sales effort go, and it is usually the last thing anyone measures.
01 | The Current Way
02 | AI Added On
03 | AI-Native
Two flat quarters put the ICP on the agenda
Anecdotes versus a static document
Someone exports the wins, someone recalls the losses, and the ICP document has not changed since it was written. Examples do the arguing.
Patterns blind to the criteria
Clustering shows which accounts closed. Which criteria were applied when they were chosen was never recorded, so the lesson stays a guess.
Every criterion shows its record
Because assessments were traced at decision time, each criterion carries its meeting, win and churn record. The review argues over evidence.
A new RevOps lead inherits an unwritten ICP
A hunch with a document format
The first ICP gets drawn from remembered good customers and a few interviews. It ships as a document, and nothing tests it afterwards.
A smarter first draft, still untested
Clustering the CRM produces a plausible first ICP. Whether it predicts anything is unknowable while decisions against it go unrecorded.
A baseline built to be tested
Version one is codified with its assumptions explicit, and every assessment against it is traced. Evidence to improve it starts in week one.
Leadership wants to take the ICP upmarket
A slide of handpicked logos
The case for the shift is conviction plus a few flattering examples. How the current ICP performs, segment by segment, is not in the room.
Market data with no memory of your deals
External data says who could buy. How accounts like these performed when you actually sold to them is nowhere in its dataset.
The shift tested before it is adopted
A proposed version runs against recorded history first: how accounts like these converted, closed and stayed. Leaders see the trade early.
Capabilities that run this skill
Prospecting
ICP Analysis
Sales
Win-Loss Analysis
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An advantage competitors cannot buy back: years of success and failure, codified.
Only against a record of how it was applied. Clustering wins describes the market you happened to close. Validation compares each criterion with the outcomes of the decisions it drove: meetings, opportunities, wins and churn, weighed against your ICP, Goals & Objectives and Products memories.
As evidence for a version change. Win-Loss Analysis reads closed deals and often finds a fit problem under a loss. This skill takes such findings portfolio-wide, scores the criteria involved and proposes a revised ICP, evidence included. RevOps approves or rejects it.
No. This skill analyses how the ICP itself is performing across the market and the pipeline: which criteria predict good outcomes, where the definition is too wide or too narrow. Judging one account against the ICP is a separate assessment, and its traces are part of what this analysis reads.
RevOps, mostly, inside the ICP Analysis capability. Findings surface as criterion scorecards and proposed versions of the ICP, and Win-Loss Analysis leans on the same traces from the deal side. Leaders meet it at strategy reviews, as evidence under the question of where to sell next.
Through its owners. RevOps reviews the evidence and approves criteria changes; a strategic shift in who you sell to stays with leadership. Versions can be tested against history before adoption, and each adopted version is dated, so later outcomes read back to the ICP that produced them.