Clarifying Who You Serve – and Why You Win

Every business thinks it knows its ideal customer – until they start mapping it out.

When we begin installing the Positioning pillar inside the Sales Velocity OS™, this is the first place we start: building a clear, evidence-based Ideal Customer Profile (ICP).

It’s not guesswork. It’s not demographic fluff. It’s a structured, data-driven framework that defines where your best opportunities are, who to target, and how to reach them with precision.

The ICP is the foundation for every playbook, campaign, and sales process that follows. Because until you know who you serve best, everything else is noise.

How We Build It: Three Layers of Clarity

Our ICP framework has three core layers:

1. 1-2-3 Market Selection Tool – to identify which markets deserve focus.

2. ICP Quadfecta – to define the characteristics of those markets.

3. ICP Trifecta – to pinpoint the specific individuals within those companies.

Together, they give you precision at every level – from market to account to decision-maker.

The 1-2-3 Market Selection Tool

The first step is macro.

We evaluate which markets deserve your time, energy, and resource – using a structured scoring model called the 1-2-3 Market Selection Tool.

It’s how we separate “possible” markets from “profitable” ones.

The Evaluation Criteria

Each potential market is assessed across a set of columns:

We then assign each market a simple 1, 2, or 3 rating:

• 1 = High potential and accessible – core focus market.

• 2 = Moderate opportunity – secondary focus or test market.

• 3 = Low-fit – deprioritise or avoid.

This method brings discipline to decision-making.

It ensures your commercial focus aligns with both opportunity and readiness.

“You can’t dominate every market – but you can own the right one.”

The ICP Quadfecta – Market, Size, Location, Triggers

Once your focus markets are selected, we move to the ICP Quadfecta – the next level of precision.

It identifies four key characteristics that define your ideal company type:

1. Market (Sector or Industry)

2. Size (Scale or Maturity)

3. Location (Geographic Focus)

4. Triggers (Signals of Buying Readiness)

1. Market – Sector & Structure

Which industries show the best fit?

It’s not just about where you can sell – it’s where your proposition lands with clarity.

We explore:

• Decision-making structures and openness to change.

• Common problems and buying patterns in each sector.

• Regulatory or seasonal factors that influence urgency.

Some sectors are process-heavy and slow to adopt. Others are agile, growth-driven, and open to innovation. Knowing this distinction changes everything about how you approach them.

2. Size – Access, Cycle, and Value

Company size directly shapes the sales motion. Larger firms often have longer decision cycles but higher deal values. Smaller ones move faster but with tighter budgets.

We analyse:

• Employee count or revenue as a size indicator.

• The typical length and complexity of the buying process.

• Access to decision-makers – who signs, who influences.

The goal is to find your “sweet spot”: where your deal size, cycle time, and conversion rate align for maximum efficiency.

3. Location – Density and Proximity

Geography still matters, even in a digital age.

Location influences both reach and relationship – affecting logistics, cultural fit, and referral networks.

We assess:

• Clusters of ideal customers (geographic density).

• Local market wealth and spend potential.

• Operational reach — how easily you can serve them.

This is especially valuable for regionally focused businesses or service models where proximity drives performance.

4. Triggers – Timing and Buying Signals

Finally, we identify the triggers that indicate when a potential customer is most likely to buy.

These might include:

• Leadership changes or new appointments.

• Market expansion or funding events.

• Contract renewals or technology shifts.

• New regulations or external pressures.

These signals help prioritise outreach – shifting your team from cold outreach to contextual engagement.

The Quadfecta in Practice

When you combine all four factors:

• Market
• Size
• Location
• Triggers

You get a full profile of your highest-converting companies.

From there, messaging and outreach become effortless – because you’re speaking directly to real-world conditions.

The ICP Trifecta – The Person

Once we’ve defined the company, the next step is defining the human.
Every sale ultimately comes down to people – and this final layer ensures you’re speaking to the right ones.

The ICP Trifecta focuses on three personal dimensions:

1. Department & Role – where they sit in the organisation.

2. Level of Influence – their decision power and budget control.

3. Personal Interests or Triggers – what shapes their decisions.

1. Department & Role

Understanding the function is key – whether it’s Sales, Marketing, Operations, Finance, or HR. Each has different priorities, pain points, and measures of success.

This clarity ensures your messaging connects directly to what matters most to that person’s world.

2. Level of Influence

Not everyone is a decision-maker, but most are influencers.

We map who shapes the deal, who signs it, and who experiences the problem daily.

That mapping builds your buying committee model – allowing your sales team to navigate complex deals with confidence.

3. Personal Interests & Associations

The final layer humanises your ICP. We explore how they think, where they spend their attention, and what communities they belong to.

Things like:

• Membership in professional associations or committees.

• Industry events or publications they engage with.

• Triggers such as career progression, reputation, or innovation interest.

It’s the difference between targeting “Sales Directors” and targeting “Sales Directors in high-growth B2B firms expanding into the UK, who attend SaaS London events.”

That level of relevance turns outreach into conversation.

How the ICP Fuels the Sales Velocity OS™

Once your ICP is defined, it becomes the compass for everything that follows.

Every tool, dashboard, and meeting rhythm that follows is built on this foundation.

Without it, your system runs – but without direction.

Common Mistakes Businesses Make

When we first build ICPs with clients, we often uncover three recurring issues:

1. Too Broad – The ICP describes everyone and helps no one.

   “Anyone who needs better sales performance” is not an ICP.

2. Assumption-Driven – The data hasn’t been validated with actual customers.

   Real ICPs come from evidence, not anecdotes.

3. Static – The ICP never evolves.

   Markets shift. The best companies review and refine quarterly.

Avoiding these pitfalls keeps your ICP alive – not laminated.

How We Embed It in Practice

In the Sales Velocity Fundamentals phase, we don’t just document your ICP – we install it.

• We build your 1-2-3 Market Selection Tool together in the first workshop.

• We define your ICP Quadfecta using real client and CRM data.

• We complete your ICP Trifecta through stakeholder interviews.

• We codify the results into your Sales Playbook for daily use.

This means your team can filter prospects, qualify leads, and build lists with accuracy – instantly knowing who fits and who doesn’t.

The outcome isn’t a spreadsheet.

It’s a working model your business can use to prioritise, segment, and grow with precision.

The Payoff

A clear ICP changes how your business behaves.

• Marketing stops shouting. Campaigns become targeted and relevant.

• Sales stops chasing. Focus shifts to the highest-converting opportunities.

• Leadership stops guessing. Strategic decisions are grounded in evidence.

In just one week, the ICP gives your business direction. In one quarter, it gives you results.

When clarity replaces chaos, velocity follows.

Ideal Customer Profile (ICP) FAQ's