ClawHub

GTM ICP Definition

Other

Run an ICP definition or refinement workshop. Use when a team needs to define who their best customers are, align sales and marketing on targeting, identify negative ICP criteria, or build a segment-and-persona framework from scratch. Triggers: "help me define our ICP," "who are our best customers," "refine our ICP," "sales and marketing disagree on who to target," "our pipeline quality is low."

Install

openclaw skills install gtm-icp-definition

GTM ICP Definition

Facilitate a structured ICP workshop. Output is a versioned ICP document teams can act on across sales, marketing, and growth.

Steps

  1. Best customer analysis — ask for 3–5 best customers. Extract: what they share (industry, size, stack, GTM model), what made them buy (trigger, champion, pain), what outcome they got, why they stay.

  2. Loss/churn analysis — ask about lost deals and churned accounts. Identify recurring patterns → defines Negative ICP.

  3. Segment the market — group into 2–5 segments by: vertical, business model, size band, data/tech maturity, GTM motion fit (PLG vs sales-led).

  4. Map the buying committee — per segment: Economic Buyer (approves budget), Technical Champion (evaluates), End User (daily use), Blocker (can kill deal).

  5. Define FIRE criteria — translate each segment into measurable scoring signals. What firmographic attributes = high Fit? What behavioral signals = high Intent? Use the gtm-qualification-scoring skill for the full FIRE rubric.

  6. Write the ICP document — use the template below.

Output (inline version)

ICP v[X] · [Company] · [Date]

Segment [#]: [Name]
Who: [1–2 sentences]
Firmographics: industry · size · geography · business model
Stack signals: [tools or tech patterns indicating fit]
Trigger events: [what makes them enter the market]
Buying committee: Economic Buyer / Champion / End User / Blocker
Why they buy: [pain + outcome]
ACV range / sales cycle: [estimate]

Negative ICP:
- [Characteristic] → [why it's a bad fit]

FIRE scoring criteria for this segment:
- Fit: [high-signal markers]
- Intent: [specific triggers]
- Recency: [timeframe threshold]
- Engagement: [interaction types that count]

Flag any segment not grounded in real customers as [Hypothesis — validate with first 10 customers]. Version the document and recommend revisiting every 6 months.