How to write an ICP a data engine can actually execute

The seven fields that make an ICP executable

Industry, employee range, revenue range, geography, primary roles, secondary roles and exclusions. Anything missing becomes a guess.

Write each field as something a filter can test. Instead of growing companies, write 20 to 200 employees. Instead of North America, name the countries and, where it matters, the states or provinces.

Exclusions are where lists are won

Every list has predictable contaminants: people who sell to your market rather than buy from it, companies too large to reach, roles that cannot sign, and firms you already work with.

Write the exclusion list before the inclusion list. It is shorter to write and removes more waste.

• Competitors and anyone reselling a similar product.
• Vendors, consultants and agencies serving your target industry.
• Job titles containing assistant, intern, junior or coordinator when you need a signer.
• Existing customers, open opportunities and anyone who has opted out.

Separate the person who answers from the person who signs

In owner operated businesses they are the same person. Above roughly 80 employees they usually are not, and a list built only for the signer will get you voicemail.

Name a primary role you want to reach and a secondary role that will be reached more easily and can introduce you. Both belong in the brief.

Demand rejection reasons

A provider that cannot tell you why a record was turned away is not screening, it is filtering a spreadsheet. Rejection reasons are the proof that your exclusions ran.

We record a reason for every rejected record and score every accepted one against the brief. The data quality page explains the screens, and the onboarding flow collects this template field by field.