Turning CRM history into an ICP the field can use.
Years of selling have left the company sitting on a rich record — deals won and lost, renewals kept and dropped, thousands of contacts and conversations in HubSpot. But when the board asks who the ideal customer is and where the next dollar of sales effort should go, the honest answer is a gut feel. The evidence that could settle the question is scattered across the CRM, and nobody has the time to pull the story together.
The dashboards that come with the CRM describe activity — they cannot tell you which kinds of customers actually win, renew, and grow, or which buying committees move deals. And the customer-intelligence platforms that promise those answers sell to enterprises: long implementations and heavy license fees, for a team that simply needs a credible answer to "who should we sell to."
Every deal, renewal, and contact in the company's history was pulled into one clean picture, best and worst customers compared side by side, and the buying roles that show up in winning deals mapped out. The analysis is careful with the numbers — where the evidence is thin, it says so rather than overselling — and every conclusion traces back to a real customer record. It was all delivered in the Google Workspace tools the team already uses, with nothing new to buy or manage.
- 01Organize
- 02Connect
- 03Compare
- 04Map buyers
- 05Stress-test
- 06Publish
Leadership gets a defensible answer to "who is our ideal customer" — a simple two-axis map of the best-fit customer segments, with honest notes on how strong the evidence is — instead of a guess based on industry and company size. Marketing and Sales know which segments to pursue, which buying roles to get into every deal, and which accounts need more homework before the team spends effort on them.