GTM Strategy & Foundations
ICP Definition That Actually Changes Who You Sell To
A working ICP, built from your own pipeline data, that shapes every other GTM decision downstream.
The Problem
Most ICP documents are guesses dressed up as strategy — built in a workshop, based on who you’d like to sell to, not who actually buys. Meanwhile your sales team is chasing whoever books a demo, your messaging tries to speak to everyone, and outbound targets the wrong titles at the wrong companies. Without a real ICP, every other GTM investment is aimed at nothing in particular.
What This Includes
Build Phase
- ICP definition built from your actual won/lost deal data, not assumptions
- Firmographic and behavioral segmentation criteria
- A messaging framework aligned to the ICP
Retainer Phase
- Monthly ICP refinement based on new won/lost data
- Segment-level pipeline review
- Adjustments fed directly into outbound targeting and content
How It Fits Into GTM·OS
ICP definition isn’t a standalone deliverable — it’s the input every other layer depends on. The same ICP shapes your messaging, who gets an outbound sequence, what content gets written, and what HubSpot properties get tracked. Get this wrong and everything downstream is aimed at the wrong company.
Who This Is For
This is built for B2B SaaS and tech companies between €1M and €30M ARR who’ve found product-market fit but don’t have a senior GTM leader owning strategy and execution end-to-end. You probably have a founding team doing sales, or a small early hire, but no one running go-to-market as a system. If you’re pre-PMF, this isn’t for you yet. If you already have a full in-house marketing team and a CMO, you likely don’t need it either.
The First 30–90 Days
We start with a GTM audit — your ICP, messaging, existing infrastructure, competitive landscape, and what’s actually blocking pipeline. That diagnosis shapes the Build Phase, where ICP definition is usually the first thing we deliver. From month 2 or 3, we shift into the Retainer Phase: refining it monthly against real won/lost data.
FAQ
We already have an ICP slide. Why do we need this?
Because a slide isn’t operational. If your ICP isn’t wired into your CRM properties, your outbound targeting, and your content brief, it’s just a slide. We rebuild it so it’s usable, not just presentable.
What if our ICP changes as we learn more?
It should. We revisit it monthly in the Retainer Phase based on new won/lost data — an ICP that never changes usually means nobody’s checking it against reality.
Ready to talk?
20 minutes. No pitch. Just diagnosis. If there’s a fit, we’ll tell you exactly which package makes sense for your stage.