Docs

ICP Signal Report

Question it answers: Who are our best customers, what do they have in common, and is our ideal customer profile still accurate?
Cadence: Monthly
GTM owner: Demand Gen

Data sources

Internal: deals filtered to Closed Won — deal value, industry, stage velocity, rep. deal_qualification — outcome_score at close, coverage_score, champion_score. Cluster facets from cluster_search to understand what topic areas appear disproportionately in won-account interactions. interaction_enrichment.psychographics and role_level for stakeholder persona patterns.

External: external_search { action: enrich_company } on a sample of best-fit won accounts — firmographic data: employee count, industry, funding stage, tech stack signals, growth indicators. Used to identify what won accounts actually look like in the market.

Living Document

A monthly analysis updating the ICP based on actual closed-won evidence. Sections:

  • Current ICP hypothesis — restates the current assumed ICP so the analysis is grounded
  • Who's actually buying — breakdown of won accounts by firmographic profile: company size, industry, funding stage, tech stack signals
  • What distinguishes best-fit customers — the accounts with highest deal value, fastest velocity, and strongest post-close signals. What do they share?
  • Stakeholder patterns — what roles are champions? What roles are EBs? What seniority levels close fastest?
  • Topic resonance — which cluster themes appear most in won-account conversations? What are customers most engaged on?
  • ICP drift signals — where the actual winning profile is diverging from the assumed ICP (the "we think we sell to X, but we're actually winning with Y" finding)
  • Recommended ICP updates — specific, evidence-backed changes to targeting criteria

Page

A live view of won-account characteristics for ongoing demand-gen targeting work.

Stats row:

  • Total Closed Won accounts (last 12 months)
  • Avg deal value of won accounts
  • Median sales cycle length for won deals

Bar chart: Won account count by industry.

Bar chart: Won account count by company size band (from enrichment — SMB / mid-market / enterprise).

Scatter chart: Deal value (Y) vs. sales cycle days (X) for won accounts — identifies the sweet spot.

Table — Best-fit accounts: Top 20 won accounts ranked by deal value × velocity — company, industry, size, champion role, EB role, outcome_score at close. Gives demand gen a profile of who to target more of.

Treemap: Won account distribution by industry × company size — shows density of wins by segment.