Ideal Customer Profile (ICP)
Your Ideal Customer Profile (ICP) describes the customers you win most often and serve best: their industry, size, revenue, location and the roles of the people you deal with. Gabriel checks your leads and companies against it and gives each one a fit verdict, such as Strong fit or Not Current ICP, so reps work the best-fitting accounts first.
Go to Settings > Ideal Customer Profile (ICP). Only administrators can change the profile; everyone sees the results on records.
Create your profile
Section titled “Create your profile”- Click Create ICP Configuration. You only do this once.
- Under Score these company types, click the company types you want scored. Prospect and Customer are picked to start with. Companies of other types show no fit.
- Add your criteria (below).
- Click Recalculate All Scores.
Add a criterion
Section titled “Add a criterion”Criteria are grouped in tabs: Company, Contact, Engagement, Data Quality and Disqualifiers.
- Open a tab and click Add Company Criterion (the button names the tab you’re on).
- Pick the Type. The Display Name fills in for you; change it if you like.
- Pick the Match Type and enter the values to match. You can add more than one value with + Add another value.
- Set the Score Weight. Weights are relative: a criterion weighted 20 counts twice as much as one weighted 10.
- Tick Required for ICP fit if a record can’t be judged without it.
- Click Add Criterion.
| Tab | Types you can add |
|---|---|
| Company | Industry (pick from your industries), Company Size (a range of employees), Annual Revenue (a range, or greater or less than), Geography (state or country) |
| Contact | Title Keywords, Seniority Level (C-Level, VP, Director, Manager, Individual), Department |
| Engagement | Activity Recency, Activity Volume, Email Responded |
| Data Quality | Has Email, Has Phone, Has Company, Has LinkedIn |
Seniority Level is worked out from the job title, so a record needs a title for it to count.
To change a criterion, use the buttons on its card: the tick turns it off or back on without deleting it, the pencil edits it, and the bin deletes it.
Add a disqualifier
Section titled “Add a disqualifier”Disqualifiers rule a record out, or count against it, whatever else it matches.
- Open the Disqualifiers tab and click Add Disqualifiers Criterion.
- Under Apply to Category, pick what the rule checks: Company, Contact, Engagement, Data Quality or Record flags. Record flags has Do Not Contact, Competitor, Stale Lead (no activity) and Bounced Email.
- Pick the Type and the values, as for any criterion.
- Choose the Disqualifier type:
- Hard (overrides score): a match marks the record Disqualified, whatever its other scores.
- Soft (deducts points): a match takes the Score Weight (penalty) off the record’s points, and it can still score.
- Click Add Criterion.
Stale Lead (no activity) counts days since the last activity; it’s 90 days unless you enter another number. A record with no activity at all counts as stale.
How fit is worked out
Section titled “How fit is worked out”Gabriel works out two numbers for each record:
- Coverage is how much of your profile it could check. A criterion whose field is empty (no industry, no revenue, no title) can’t be checked. It lowers coverage but never counts against the record.
- Fit is how well the record matches the criteria it could check, from 0 to 100. It’s the weight of the criteria that matched, minus any soft disqualifier penalties, divided by the weight of the criteria that could be checked.
The verdict comes from the first rule that applies:
| Verdict | When |
|---|---|
| Disqualified | A hard disqualifier matched. |
| Needs info | None of the criteria could be checked. |
| Incomplete | A Required for ICP fit criterion couldn’t be checked, or coverage is under 50%. |
| Strong fit | Fit is 80 or more and coverage is 75% or more. |
| Promising | Fit is 80 or more but coverage is between 50% and 74%. |
| Partial fit | Fit is 50 to 79. |
| Not Current ICP | Fit is under 50. |
Missing data never makes a record Not Current ICP. It shows as Needs info, Incomplete or Promising until someone fills it in.
Leads and companies are scored differently
Section titled “Leads and companies are scored differently”- Leads are checked against their own fields, including the company details typed on the lead. Leads have no department, so Department criteria can’t be checked on a lead.
- Companies are checked on their own details for Company criteria. A Contact criterion passes when any active contact at the company matches. Engagement criteria count activity across the company and all its contacts. Data Quality criteria don’t apply to companies.
- Disqualifiers on companies rule out the account, not a person: Do Not Contact fires only when every active contact is marked do not contact, and a Contact disqualifier only when every active contact matches it.
- Contacts aren’t scored. A contact shows its company’s fit.
Where the fit shows
Section titled “Where the fit shows”- The ICP column on the Leads list. Hover over the verdict to see the fit, coverage and reason.
- Lead score & ICP fit on a lead’s Overview tab. Full breakdown lists every criterion and whether it matched. A lead’s lead score is half general signals and half this fit.
- The ICP fit column and filter on the Companies list, and the ICP fit card on a company.
- A read-only Company fit badge on a contact.
When scores update
Section titled “When scores update”A lead is rescored when it’s created or edited and when activity is logged on it. A company is rescored when it, or one of its contacts, changes. Changing your criteria or scored company types doesn’t rescore existing records; click Recalculate All Scores to do that. It runs in the background and can take a few minutes.
Best practices
Section titled “Best practices”- Start from your last 10 to 20 wins. Look at the customers you closed and kept, and write down what they share: industry, headcount, revenue, location, the buyer’s title. Those are your Company and Contact criteria. Guessing at an ideal you’ve never sold to produces scores nobody trusts.
- Keep it to a handful of criteria. Four to six well-weighted criteria give a verdict reps can explain. A long list spreads the weight thin and pushes coverage down, so more records land on Incomplete.
- Weight what really predicts a win. If industry matters twice as much as location, weight it twice as much. Weights only matter relative to each other, so 20 and 10 behave the same as 2 and 1.
- Mark Required sparingly. A required criterion with no data makes the record Incomplete, whatever else matches. Require only what you’d genuinely refuse to judge without, and never require Department: leads can’t be checked on it, so every lead would be Incomplete.
- Use hard disqualifiers for true deal-breakers. Competitors and companies you can’t serve should be hard. Use soft disqualifiers for warning signs, such as a stale record, that shouldn’t hide an otherwise strong fit.
- Choose the scored company types deliberately. Scoring vendors and partners clutters the Companies list with verdicts nobody acts on. Keep it to the types you sell to, usually Prospect and Customer.
- Recalculate after every change. Old verdicts stay until you click Recalculate All Scores, so a changed profile and stale scores side by side will confuse your team.
- Fix data, not the profile, when verdicts look low. If many records show Incomplete or Needs info, the fields are empty, not the fit poor. Fill in industry, employees and revenue, or use enrichment if your company has Prospecting, before loosening your criteria.
Troubleshooting
Section titled “Troubleshooting”Every record shows a dash instead of a verdict. No profile has been created yet, or it has no criteria. Create one and add criteria.
A company says its type isn’t scored. Its company type isn’t selected under Score these company types. Select it and click Recalculate All Scores, or change the company’s type.
Industry has no options to pick. Your company has no industries set up yet. An admin adds them under Settings > Picklists > Companies.