Internal data analysis
We analyze revenue, retention, deal size, sales-cycle length, and churn patterns to contrast your highest- and lowest-value customers.
ICP Development
Know exactly who you're talking to.
Most companies have a persona document. Almost none have a validated Ideal Customer Profile built from real data. There's a significant difference, and it shows up in your pipeline.
What it is
A working tool, not a dusty document.
ICP Development is a structured research process that identifies your highest-value customer segment using data from your existing customers: real interviews, real patterns, and real buying behavior. We analyze who your best customers actually are, contrast them with your worst-fit customers, interview the people who made the buying decision, and build a profile grounded in evidence.
When you need it
You might need this if…
- Sales and marketing describe different customers in different rooms
- Your pipeline is full but close rates are inconsistent
- You're attracting clients who churn faster or require too much support
- Your team built a persona document nobody references
- You're entering a new market and need a validated starting point
- Leadership keeps asking “who is our ideal customer?” and gets different answers
What it looks like
Working with us
Customer interviews
We interview 8–15 best-fit customers to understand their triggers, alternatives, objections, and reasons for choosing you.
Voice of customer research
We mine reviews, testimonials, and support data for the exact language customers use to describe their problem and your solution.
Segmentation and profile build
We group patterns into distinct segments, prioritize them, and build the primary ICP with triggers, pain language, decision criteria, and barriers.
What results look like
What you walk away with
- A primary ICP profile your entire team can align around
- Verbatim customer language that makes your messaging more resonant
- A clear picture of your worst-fit customers and how to stop attracting them
- A scoring framework for evaluating new leads against your ICP
- The research foundation needed for pre-contact journey mapping
FAQ
Common questions
What is an Ideal Customer Profile and why does it matter?
An Ideal Customer Profile is a data-validated description of the customer most likely to buy, stay, expand, and refer. Without one, marketing targets broadly, sales wastes time on poor-fit prospects, and leadership cannot make confident decisions about where to grow.
How is this different from a persona workshop?
Persona workshops produce a document. Our process produces a conclusion your marketing and sales teams can align on because it is built from interviews and real customer data rather than internal opinions.
What if our CRM is disorganized?
A messy CRM is normal. We need access to your best customers, not perfect records. In-depth qualitative interviews often reveal more useful insight than clean quantitative data alone.