ICP Definition Worksheet

TECHNOLOGY SIGNALS Tech stack indicators (tools that signal they'd need you): □ CRM: [Salesforce / HubSpot / Pipedrive — which indicates your ICP?] □ Marketing: [HubSpot / Marketo / Pardot] □ Infrastructure: [AWS / GCP / Azure / on-prem] □ Data: [Snowflake / BigQuery / Redshift] □ Other relevant tools: [List tools that correlate with ICP fit] Technology signals that disqualify: □ Using [Competitor]: already covered — not a fit unless actively switching □ Using [Incompatible tool]: technical blocker □ No tech stack at all: may indicate low budget/sophistication Data sources for technographic research: → BuiltWith.com → G2 Stack feature → LinkedIn job postings (tech mentioned in JDs) → Crunchbase / PitchBook → Apollo.io / ZoomInfo technographic filters

BUYING TRIGGERS — Events that make a prospect 6x more likely to buy now Positive triggers (reach out immediately when these happen): □ [Funding event: raised Series A/B — now has budget] □ [Hiring trigger: posted X+ sales/marketing roles — scaling GTM] □ [Leadership change: new VP Sales/CMO/CTO — greenfield opportunity] □ [Product launch: new product → needs [what you do]] □ [Expansion: entering new market → [specific pain you solve]] □ [Competitive displacement: competitor raised prices / had outage] □ [Pain signal: reviewing tools on G2 / posting about pain on LinkedIn] Negative triggers (deprioritize or remove): □ Recently went through layoffs □ In acquisition process □ Key champion left the company □ Just signed a 3-year contract with a competitor BEHAVIORAL SIGNALS (if product-led): □ Signed up but never activated → high-intent re-engagement □ Used feature X but not feature Y → expansion opportunity □ Power user who hasn't upgraded → convert to paid

CHAMPION (the person who advocates internally and uses the product): Title: [e.g., VP of Sales, Head of Growth, Engineering Manager] Day-to-day pain: [What problem keeps them up at night?] Success metric: [How is their performance measured?] Objection to buying: [What will make them hesitate?] Where they hang out: [LinkedIn / Slack communities / conferences] ECONOMIC BUYER (the person who signs the contract): Title: [e.g., CFO, CRO, CEO] Primary concern: [ROI / risk / compliance / efficiency] Approval threshold: [deals under $X don't need their approval] What they need to see: [Business case / ROI model / reference customers] TECHNICAL EVALUATOR (the person who validates the product): Title: [e.g., CTO, IT Director, DevOps Lead] Primary concern: [Security / integration / scalability / uptime] Blockers they might raise: [Data residency / API limitations / compliance] How to win them: [Technical documentation / sandbox / architecture review] SABOTEUR (the person most likely to block the deal): Who they are: [e.g., incumbent vendor champion / person whose job you're disrupting] How they show up: [FUD in internal meetings / overstating switching costs] How to neutralize: [Build strong champion / demonstrate ROI to economic buyer]