ICP Health Score | ICP Advisors

01 DEFINITION & EVIDENCE

Does your ICP exist on paper, and is it grounded in reality?

QUESTION 1 OF 10

Which best describes your current ICP definition?

Written, current, and grounded in analysis of our actual best customers Written, but mostly based on early assumptions and never re-validated There's a slide somewhere, but no one really uses it No formal ICP — we work from instinct

QUESTION 2 OF 10

If you asked your VP Sales, VP Marketing, and CEO separately to describe your ICP, how aligned would the answers be?

Nearly identical Same general direction, different details Meaningfully different I'd be afraid to ask

02 PIPELINE SYMPTOMS

Is your pipeline behaving like one with a clear ICP — or one without?

QUESTION 3 OF 10

Over the last four quarters, how has your win rate trended?

Up by 3+ points Roughly flat Down by 3–7 points Down by more than 7 points

QUESTION 4 OF 10

What percentage of pipeline that gets to late-stage closes lost or "no decision"?

Under 25% 25–40% 40–55% More than 55%

03 SALES & MARKETING ALIGNMENT

Are the teams that need to share an ICP actually working from the same one?

QUESTION 5 OF 10

Does sales accept or reject the majority of marketing-qualified leads?

Accepts most Mixed — depends on the campaign Rejects most There's open friction between the teams

QUESTION 6 OF 10

Do sales and marketing share the same written definition of an "ideal" account?

Yes, formally written and agreed Roughly yes — not formally written, but practically aligned They use different working definitions Don't know

QUESTION 7 OF 10

How often do sales and marketing leaders review pipeline data together?

Weekly or more Monthly Quarterly Rarely or never

04 CUSTOMER FIT & RETENTION

Are the customers you actually close behaving like the ICP says they should?

QUESTION 8 OF 10

What percentage of your customers churn within the first 12 months?

Under 10% 10–20% 20–35% Over 35%

QUESTION 9 OF 10

When customers churn early, what's the most common reason?

Pricing or budget — fit/price mismatch, not a fit problem Adoption or change management — process issue, not fit Product fit / wrong use case — they shouldn't have been a customer We don't have a clear pattern

QUESTION 10 OF 10

Where does your net revenue retention sit?

Over 115% 100–115% 85–100% Under 85%, or we don't track it

How clear is your ICP, really?

Does your ICP exist on paper, and is it grounded in reality?

Is your pipeline behaving like one with a clear ICP — or one without?

Are the teams that need to share an ICP actually working from the same one?

Are the customers you actually close behaving like the ICP says they should?

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