A usable ICP names titles, industries, employee bands, geography, keywords that must appear in the company description, and exclusions. Anything vaguer than that produces a list that looks plausible and converts badly.

The most common failure is an ICP that describes a market rather than a buyer. 'Mid-market companies in North America' is a market. 'Owner or practice manager at an independent dental clinic in Ontario, two to twelve staff' is a buyer.

Exclusions do as much work as inclusions. Vendors selling into your market, competitors, resellers, franchises and your existing customers all look like fits on paper and waste dials in practice.