# ICP Rebuild Worksheet: 30 days Rebuild your ICP from real closed-won data, not founder intuition. Drop this into a working doc and fill it out alongside your CRM data. Source: subagent/gtm. License: free to use, modify, ship in your repo. --- ## Who this is for Revenue teams whose: - Outbound is underperforming on forward rate or reply rate - AE conversion is uneven across segments - Sales cycle keeps stretching for unclear reasons - Legacy ICP was set in a planning offsite 12+ months ago and never validated --- ## What you need - Last 18-24 months of closed-won deals from CRM (minimum 30, ideally 100+) - Last 12 months of lost deals - Current open pipeline - Access to the AEs who closed the deals (for trigger reconstruction) --- ## Week 1: data preparation ### Pull every closed-won deal For each closed-won, capture: | Field | Source | Required | |---|---|---| | Company name | CRM | Yes | | Industry | CRM / enrich | Yes | | Employee count at purchase | CRM / enrich | Yes | | Annual revenue at purchase | CRM / enrich | Optional | | Geography | CRM | Yes | | Buyer title | CRM | Yes | | Buyer tenure (months in role) | LinkedIn check | Yes | | Tech stack at purchase | BuiltWith | Optional | | Lead source | CRM | Yes | | Sales cycle (days) | CRM | Yes | | Deal size (ARR) | CRM | Yes | | **Trigger** | Reconstruct from notes / AE | **Yes (the highest-value one)** | ### Trigger reconstruction (the most important step) The trigger field is usually missing from CRM. Reconstruct it: 1. Pull won-deal notes from CRM 2. Slack or email the AE: "What changed in [Company]'s world that made them buy now?" 3. Categorize each trigger: - **Hire:** new role posted or filled - **Fund:** funded round - **Lead:** leadership change (CRO, CEO, VP) - **Stack:** tech-stack change (added/removed a tool) - **Reg:** regulatory filing or compliance event - **Comp:** competitor product issue / price hike / moderation - **Acq:** acquisition (theirs or a customer's) - **Internal:** internal pain crystallized (e.g., post-mortem) - **Unknown:** can't reconstruct (mark as "unknown" but don't guess) Most teams discover the trigger for 60-80% of deals. Don't skip the others; the unknowns are still useful for demographic patterns. --- ## Week 2: pattern analysis ### Cluster by demographics Group closed-won by: - Company size (under 100, 100-500, 500-1500, 1500+) - Industry vertical - Geography (region) - Buyer title - Buyer tenure (under 6 months, 6-24, 24+) - Tech stack signals (presence of specific tools) ### Surface patterns Answer in writing: 1. **What size company tends to close fastest?** ____________ 2. **Which industry verticals are over-represented vs total pipeline?** ____________ 3. **What buyer tenure correlates with close rate?** ____________ 4. **What tech stack signals predict fit?** ____________ 5. **Which two triggers appear most often in closed-won?** ____________ ### Draft segments Most rebuilds surface 2-3 real segments, not the 4-6 the legacy ICP claimed. Write them out: #### Primary segment - Company profile: [...] - Buyer profile: [...] - Top 2 triggers: [...] - Median sales cycle: [...] - Win rate vs total pipeline: [...] #### Secondary segment (if real) [same structure] #### Tertiary segment (if real) [same structure] --- ## Week 3: lookalike disqualification This is what stops the team from chasing accounts that look right but never close. ### Pull lost deals from last 12 months Filter to ones that match the new primary segment demographically. ### Identify what's missing For each lost deal that demographically matches your primary ICP, what was missing? - Wrong trigger (or no trigger)? - Wrong tech stack? - Wrong buyer tenure (long-tenured, no urgency)? - Different decision-maker than expected? ### Write the disqualification list > Companies in [segment X] that lack [signal Y] are not ICP, regardless of how qualified they look on title and size. Examples: - "Series B SaaS in healthcare, but no VP Sales hire in last 60 days: not ICP." - "Mid-market with our target tech stack, but buyer is in role 24+ months: not ICP (no urgency)." - "Enterprise with right title, but no recent leadership change: not ICP (slow sales cycle)." The disqualification list is what makes the rebuild work. --- ## Week 4: validation and rollout ### Test against lost deals Apply the new ICP scoring to the last 12 months of lost deals. The new model should predict losses (lost deals should score out-of-ICP). | Test | Pass? | |---|---| | 80%+ of lost deals score out-of-ICP | ☐ | | Lost deals that score in-ICP have a clear "what was missing" reason | ☐ | | Win rate on in-ICP segments is ≥2x out-of-ICP | ☐ | ### Test against open pipeline | Test | Pass? | |---|---| | In-ICP open deals are progressing well (no stalls 60+ days) | ☐ | | Out-of-ICP open deals are the ones reps are struggling with | ☐ | ### Test against a peer sample (optional) If you can get a list of 20 known-lost deals from peers in your category, would your model have warned you off them? If yes, the model is tracking real signal. --- ## Deliverables By end of day 30, you should have: 1. **Two-page ICP document** with primary + secondary segments, triggers, exclusions 2. **Scoring rubric** the team can apply to new accounts (template below) 3. **Disqualification list** of lookalike segments to skip 4. **Trigger taxonomy** of high-yield signals to monitor These go into: - The team CLAUDE.md (Section 2: ICP definition) - The outbound subagent's signal scoring rubric - The lead scoring rules in your CRM --- ## Scoring rubric template ``` Account: [Company name] Segment match: ☐ Primary ☐ Secondary ☐ Out-of-ICP Trigger present: ☐ Yes ☐ No Trigger type: [hire / fund / lead / stack / reg / comp / acq / internal] Trigger date: [YYYY-MM-DD] (must be last 60 days) Disqualifier present: ☐ Yes ☐ No Score: - Segment match: 0-2 - Trigger STA: 0-9 (Specific, Timely, Actionable) - No disqualifier: 0 or 1 Total: ___ / 12 Threshold to outbound: 8+ ``` --- ## What surprises teams during the rebuild 1. **The aspirational segment is dragging down win rate.** Teams chasing enterprise often discover their close rate at enterprise is 3-5% while mid-market is 18-25%. 2. **The trigger isn't what marketing thinks it is.** Marketing claims content/inbound; closed-won data shows hires, funding, leadership changes. 3. **The buyer title is wrong by 1-2 layers.** Legacy says "VP Sales"; closed-won shows CRO or Director of Sales Ops. 4. **20-30% of the legacy "ICP" is lookalikes.** Filtering them out raises win rate without hurting volume. --- ## Related references - ICP discovery deep dive: https://subagentgtm.com/blog/icp-discovery-from-closed-won/ - 90-day PE portco rebuild (where ICP rebuild fits): https://subagentgtm.com/blog/pe-portco-gtm-rebuild/ - CLAUDE.md template (where the new ICP lands): https://subagentgtm.com/blog/claude-md-for-revenue-teams/