A structured, evidence-backed diagnostic — senior-led from kickoff to executive readout. No frameworks borrowed from a binder. No analysts learning on your engagement. One answer, grounded in your data, that sales, marketing, product, and customer success agree on.
Each week applies a distinct lens to the question of who you should actually be selling to. Quantitative analysis paired with qualitative depth. Findings build week over week into a single, evidence-backed ICP.
Two workstreams run in parallel. First, we analyze your closed-won and closed-lost deals over the last 4–8 quarters, plus your expansion and retention data. The goal is simple: identify the traits — company type, size, use case, buying behavior — that your best customers actually share. Second, we run structured interviews with your sales, marketing, product, and CS leaders. Where do they each think the ICP is? We map the gaps, and we quantify what those gaps are costing you in pipeline, forecast accuracy, retention, and team friction. By the end of week one, you have a data-backed ICP hypothesis and a clear picture of where your leadership team isn't yet on the same page.
We interview a targeted set of your customers — wins, losses, churned accounts, and high-NRR expansions — to validate or break the hypothesis from week one. What did your best customers actually buy you for? What were the deciding factors in the deals you lost? What patterns show up in the churned accounts you thought you'd keep? This is where the ICP you think you have meets the ICP your customer base actually describes.
Now we have the data, the interviews, and the cross-functional input. This is where it converges into an audit-grade view. Every segment in your existing book gets scored against a consistent set of criteria — fit, economics, retention, expansion potential. The segments you should be pursuing, the ones you should be holding, and the ones you should be exiting come into focus. We bring leadership back together for a working session to commit to the sharpened ICP definition before activation.
A scored ICP definition, segment prioritization, a one-page brief your team commits to, and a 90-day activation plan that turns the new clarity into measurable pipeline movement this quarter. Closing the engagement is a live executive readout — leadership in the room, decisions made, next steps owned.
By the end of week four, your leadership team has one ICP they all agree on — backed by data, validated against your losses, and immediately actionable in pipeline, marketing, and product roadmap decisions.
We work with growth-stage B2B SaaS companies where ICP clarity is the highest-leverage move on the table. We're not the right fit for every situation, and we'll tell you that on the first call.
The diagnostic starts at $20K. Two optional add-ons extend or compress the engagement when it fits. See full pricing and add-on details on the pricing page.
See pricing & add-onsA 30-minute call. A direct conversation about your pipeline reality and what's getting in the way. If the diagnostic is what you need next, we'll tell you. If it isn't, we'll tell you that too.
We'll discuss your current challenge to determine whether we can help solve it. If we can't, we'll tell you that too.
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