Ideal Customer Profile (ICP) Template
Use this template to clearly define and target your ideal customer.
Why use this template?
At one point for us, every executive was defining our ideal customer profile (ICP) differently. Product was building for solo-preneurs, marketing was advertising to generic audiences, sales was selling to sales teams, customer success was churning customers across the board.
Our revenue was declining 30% yoy. It was terrifying.
But we turned everything around. And it started by clearly defining our ICP. We then got commitment from every exec at the company, and we are started working towards serving our core customer.
B2B SaaS is hard. It's not nearly as easy as the Techcrunch headlines make it feel. We used this template to define our ICP and this template to define our B2B buyer persona.
Click "Add to Cart" to download now. Below outlines what's inside and how to use it.
What's inside the template
This is a guide for sales and marketing leaders. Within the worksheet you will find the following tabs:
- Instructions: instructions on how to most effectively use this template.
- Ideal Customer Profile (ICP) Template: a blank template to add your ICP characteristics and criteria.
- Example Template: an example of an ideal customer profile for a B2B SaaS company to use as inspiration for your own business.
How to use this template
This template provides a framework for defining and documenting your ideal customer profile. And why is that important?
So you can clearly target your audience. So you can design everything you do to delight your target customer. When you do that, your acquisition costs will go down, your retention rates will go up and your expansion revenue increases.
If you don't define your ICP, you tend to see departments working for different target audiences.
When this happens, all sorts of bad things happen to a business. You build the wrong product for the wrong people, with the wrong messaging and the wrong distribution model. Worst case, you slip into a SaaS death spiral, which is nearly impossible to reverse. We did it, but it's really hard.
Here are a few steps to define your own ICP and avoid all of that:
- Analyze your existing customers.
- Identify the top segments (lowest acquisition cost, largest deal sizes, shortest sales cycles, highest retention rates).
- Choose the customers you want to serve.
- Write their characteristics down.
- Get feedback and buy-in internally across your teams.
Immediately download this template and customize it for your business.
Click “Add to Cart” on the right. When you checkout, you will receive a link to a Google Sheet of the Ideal Customer Profile (ICP) Template.
If you run a sales or marketing team at a B2B SaaS company, you'll also like:
VP of Marketing Playbook
Everything you need to run marketing at a venture-backed SaaS company.
VP of Sales Playbook
Everything you need to run sales at a venture-backed SaaS company.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download
- Premium design
- Customizable files
Lifetime access from any device
Top reviews from SaaS Executives
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
Our Resources
Our templates give you complete flexibility to choose exactly what you need to unlock growth. Whether it’s defining your ICP, mapping the buyer journey, optimizing your sales process, or building forecasts—our templates make it easy to get started fast and execute with precision.
Our go-to-market playbooks are designed to guide executives from a place of uncertainty to hitting aggressive sales and marketing goals. Each playbook is a step-by-step roadmap built to help you confidently navigate the most critical growth stages and scale your business.
Work with us to develop a custom sales and marketing playbook tailored specifically to your company. We’ll collaborate with you to define a winning strategy and tactics, leaving you laser-focused on execution and results. No guesswork—just clear, actionable steps designed for growth.
