# ICP





Your ICP is one definition, written once in the Leads Hub, that more than one
system reads.

<Frame>
    <img alt="ICP configuration" src="__img0" />
</Frame>

## What Goes in It [#what-goes-in-it]

| Section                  | Fields                                                                                                                                |
| ------------------------ | ------------------------------------------------------------------------------------------------------------------------------------- |
| **Name and description** | A name (you can keep more than one ICP) and an optional description                                                                   |
| **Target company info**  | Industries, company size, annual revenue range, target geography                                                                      |
| **Target persona**       | Preferred job titles (from a list, or custom), seniority levels, keywords in the company description, technology used                 |
| **Assign importance**    | A weight from 0 to 100% each for industry, company size, geography, revenue, job title, seniority, website behaviour and technologies |

Industries, company size, revenue range, geography, job titles and seniority are
required. The weights decide how much each dimension counts, and skipping them
is why a score does not match your intuition.

## Write the Exclusions down Somewhere [#write-the-exclusions-down-somewhere]

The builder asks who you want. It does not ask who you do not, and an ICP that
only describes the good case ranks a competitor doing research above a
mid-market buyer one headcount short.

Put the negative half in prose where an agent will read it: `product/icp.md` in
your [Vault](/platform/vault/structure), listing the accounts you never want to
sell to and why.

## Where Else It Is Read [#where-else-it-is-read]

| Reader                                                | What it does with the ICP                                                                                                                |
| ----------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------- |
| [Lead scoring](/platform/lead-agents/scoring)         | Fit, weighted by the importance sliders. Change the ICP and future scores move, so make it a deliberate change.                          |
| [Routing](/platform/scheduling/routing)               | Surface routes on the ICP, territory and ownership rules your team already has, rather than new ones you invent here.                    |
| [Campaign Agents](/platform/campaign-agents/evidence) | ICP definitions are one of the inputs a campaign agent reads as evidence, alongside qualified leads, opportunities and approved sources. |

The Vault copy is the same definition in prose, not a second reader. Keep the
two in step: a campaign that targets the wrong people is usually a structured
ICP that was updated and a `product/icp.md` that was not.

## Revising It [#revising-it]

Twice a year, driven by evidence rather than opinion:

<Steps>
  <Step title="Look at closed-won, not at the deck">
    Segment the accounts you won in the last two quarters. Compare that shape to
    the ICP you wrote.
  </Step>

  <Step title="Look at closed-lost for fit reasons">
    Deals lost as "not a fit" mean an ICP that is too broad, or routing that
    ignored it.
  </Step>

  <Step title="Change one dimension at a time">
    Widening industry and lowering the size floor in the same week makes it
    impossible to tell which change moved the score.
  </Step>

  <Step title="Tell sales before the scores move">
    Fit is one half of the score reps work from, so an ICP change is a
    conversation with them rather than a config change.
  </Step>
</Steps>