Step 1: Get Clear On Your Ideal Customer Profile What is the most important exercise you MUST do to get better results from marketing and sales? Answer: Get clear on your Ideal Customer Profile, including how to describe them, and what their core challenges are. You’ll need to revise it many times before you feel “clear”—this is not a one-time exercise. The Ideal Customer Profile (ICP) helps us maximize sales and marketing productivity by: Finding great prospects more easily through smart targeting; and, Disqualifying poor prospects more quickly. (Both of which lead us to faster sales cycles and higher win rates.) This is a collection of sample Ideal Customer Profile criteria purely for illustrative purposes, with both positive and red flags. You will need to rewrite all of them from scratch, including adding or subtracting different types of criteria. The ICP should, ideally, fit on a single page.