Ideal Customer Profile (ICP) 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.

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.

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:

1. Analyze your existing customers.
2. Identify the top segments (lowest acquisition cost, largest deal sizes, shortest sales cycles, highest retention rates).
3. Choose the customers you want to serve.
4. Write their characteristics down.
5. 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:

• B2B Buyer Persona Template
• Go-to-Market Checklist Template
• B2B Buyer Journey Mapping Template
• View Template Bundles