Workflow 01 / ABM / RevOps
ICP Research Workflow
Researches a target segment, identifies decision-makers and structures account intelligence into a reusable profile.
The ICP Research Workflow is a seven-step process for turning closed-won, closed-lost and stalled deal history into a documented ideal customer profile: firmographic and behavioural criteria, a buying committee map by role, a buyer problem statement in the buyer's own language, and explicit exclusion criteria. It takes roughly 2–4 hours per segment.
Why It Exists
ICP definitions usually live in a slide as three firmographic filters. That is enough to build a list and not enough to build a message. This workflow produces a profile detailed enough to drive targeting, messaging and account selection.
Tools
Inputs
- Closed-won and closed-lost history
- Current customer list
- Target segment hypothesis
The Workflow
Run it in order.
- 01
Pull the evidence
Export closed-won, closed-lost and stalled deals. The ICP is a pattern in data you already have, not an opinion.
- 02
Isolate the firmographics
Size, sector, geography, tech stack and business model of accounts that closed well and renewed.
- 03
Find the behavioural markers
What was happening at the account when it bought. Triggers matter more than attributes.
- 04
Map the buying committee
Who initiated, who evaluated, who signed, who blocked — by role, not by name.
- 05
Write the problem statement
Articulate the problem in the buyer's language, drawn from call notes and lost-deal reasons.
- 06
Build the exclusion list
Define who is a poor fit and why. Knowing who to skip is half the value.
- 07
Structure the output
Produce a profile a researcher, a copywriter and a rep can each use without asking follow-up questions.
Outputs
What it produces.
- Documented ICP with firmographic and behavioural criteria
- Buying committee map by role
- Buyer problem statement in their language
- Explicit exclusion criteria
Run It With Your AI
Install this workflow as an agent skill.
The same steps, packaged so your AI agent can run them with you: it asks for the inputs above, works through each step and produces the outputs in one document.
- Claude (web or desktop): download the .zip, then open Settings → Capabilities → Skills and upload it.
- Claude Code: unzip it into
~/.claude/skills/(or a project's.claude/skills/). - ChatGPT Codex: unzip it into
~/.agents/skills/(or a repository's.agents/skills/). - Cursor, GitHub Copilot, Gemini CLI and others: add the folder to that tool's skills directory (see agentskills.io (opens in a new tab)).
- Then just ask. For example: “Help me define our ICP from these closed-won deals”. The agent loads the skill when the task matches.
Related Service
GTM Strategy
Define where to play, who to target, what to say and how to build the system around it.
See the serviceRun It For You
This workflow is part of how we deliver GTM Strategy.
Use it yourself, or have us operate it as a system.
Make It Yours
Want this built around your stack?
This version is general on purpose. Ours get adapted to your CRM, data, ICP and team, and connected to the other workflows your GTM needs.
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