Ideal Customer Profile (ICP)
Request approvalIdeal Customer Profile (ICP)
Instructions for Use
Complete each section with up-to-date, evidence-backed information.
Attach supporting data and quotes where available.
Maintain UK English and a professional tone throughout.
Update quarterly or as new insights emerge.
Author: @name
Date: Jul 24, 2025
Page purpose: Define your Ideal Customer Profile, ensuring strategic alignment across marketing, product, sales, and customer success. This page documents the attributes of organisations and decision-makers most likely to benefit from and engage with our offerings.
Executive Summary
Summary of key ICP attributes and their alignment with business objectives and growth targets
Organisation-Level Attributes
Outline the key characteristics of organisations that make up your ideal customer base.
Attribute | Description/Criteria | Example(s) |
|---|---|---|
Industry | Target industries | E.g., Technology, Financial Services |
Company Size | Employees, revenue | E.g., 200–2,000 employees |
Geography | Regions, countries | E.g., UK, EMEA, North America |
Technology Stack | Relevant tools or platforms | E.g., Heavy Atlassian usage |
Maturity Level | Growth stage, digital maturity | E.g., Series B+, Cloud-first |
Regulatory Need | Compliance requirements | E.g., AI governance, GDPR |
Buying Triggers | Events that prompt evaluation | E.g., Scaling digital operations |
Buyer Persona(s)
Define the key decision-makers and influencers within target organisations.
Persona | Role/Title | Department | Key Goals/Challenges | Key Buying Criteria | See details |
|---|---|---|---|---|---|
Primary Decision Maker | Eg., Head of IT | IT | Summarise this persona’s goals and challenges | Summarise this persona’s key buying criteria | Button | Mosaic |
Budget Holder | Eg., CFO | Finance | Summarise this persona’s goals and challenges | Summarise this persona’s key buying criteria | Button | Mosaic |
Champion | Eg., Product Manager | Product/Innovation | Summarise this persona’s goals and challenges | Summarise this persona’s key buying criteria | Button | Mosaic |
Firmographic, Technographic and Behavioural Insights
Pain Points and Business Challenges
List the main pain points your solution addresses for this ICP.
Value Proposition and Messaging
Exclusion Criteria (Negative ICP)
Identify characteristics that indicate a poor fit.
ICP Validation and Feedback
Outline how the ICP is validated and refined.
Alignment and Activation
Explain how this ICP informs marketing campaigns, product development, and sales enablement, outline key internal stakeholders involved in activation, and discuss next steps for further ICP refinement.
Appendix
Customer Quotes | |
|---|---|
Advanced Expand | Mosaic | Advanced Expand | Mosaic |
Advanced Expand | Mosaic | Advanced Expand | Mosaic |
Further reading | |
|---|---|
Button | Mosaic | Button | Mosaic |
Button | Mosaic | Button | Mosaic |
For queries or updates, please contact [Product Marketing Director/Owner].