Ideal Customer Profile (ICP) Template
Clearly define your ideal customer profile to acquire and retain your best fit customers.
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
Why use the template?
At one point, every executive at our SaaS company was defining our ideal customer profile (ICP) differently. It was a big problem.
Our VP of Product was building for solopreneurs, our VP of Sales was selling to sales teams, our VP of Marketing was advertising to everyone, and our VP of Customer Success was churning valuable customers out, month after month.
Our revenue was declining 30% year over year. It was terrifying.
But we turned everything around. And it started by clearly defining our ICP.
We analyzed our sales data to identify the best fit customers that we could close the fastest with the biggest deal size and lowest churn rate. This became our ideal customer profile. We documented it in this Google Sheet. We made every executive at the company align around the ICP profile. Then we made a list of our potential customers in that market. Built our marketing strategy around acquiring decision makers at those ideal customers. Planned our product roadmap around their needs. Focused our customer success efforts on making those best fit accounts most successful...
And we were able to turn our revenue decline around and start growing again.
Arguably, the most important step in developing your sales and marketing strategy is getting your ideal customer profile right. Use this Google Sheet template to avoid the major problem we faced by not going through this exercise.
Click "Add to Cart" to get access to the template. When you checkout, I'll immediately send you a link to the Google Sheet.
What’s inside the template
When you make a copy of the Google Sheet, inside you will find the following tabs (watch video above for details):
- Read Me: Instructions on how to most effectively use this template.
- Ideal Customer Profile (ICP) Template: I include a blank template for you to add your ICP characteristics and criteria. This includes Firmagraphics, Demographics, Technographics, Pain Points, Buying Behavior and Indicators.
- Example: The example provides you with inspiration for what an actual ideal customer profile may look like for a SaaS company. It goes into detail like company size, revenue range, location, growth rate, funding stage, etc.
- AI Prompt: Answer 2 simple questions about your company name and URL, then copy the AI prompt into your favorite AI tool, and let AI help you write your ICP profile for you.
How to use the template
Here is the process I recommend you go through to define your ICP and get your entire team aligned around the definition.
Because it can't just be sales or marketing who follows this. It must be the whole company.
- Start with an analysis of your existing customers.
- Identify the top segments (lowest acquisition cost, largest deal sizes, shortest sales cycles, highest retention rates). Consider these metrics and the dynamics of the market (is it growing vs. shrinking? low competition vs. high competition?).
- Choose the best fit customer segment.
- Write down their characteristics. Use the best practices AI prompt I share to help you here.
- Get feedback internally across your teams on the profile. Modify as needed. Then commit and get aligned.
It seems like such a simple exercise. And it is.
But, it's so easy to get wrong. It's all too common for teams to lose focus and stray from the core ICP profile. Keep your team focused on your ICP target!
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.
You can access all of the operating templates I use as the VP of Sales and Marketing inside the playbooks below.
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.
