Ideal Customer Profile Template
In the Playing to Win™ strategy, one of the most critical decisions a business must make is “Where to Play”.
This step is about defining what problem you're solving, and who you're solving it for: the specific markets, geographies and customer segments that your business will focus on to invest your marketing that maximises your growth and success.
A key part of this decision is building your Ideal Customer Profile (ICP).
Your ICP defines the specific type of customer who will benefit most from your product, service or solution. It’s not just about targeting any customer; it’s about identifying the right-fit customer — those who will find the most value in your offering, have the highest likelihood of buying, and will stay as a long-term repeat customer.
By aligning your ICP with the “Where to Play” decision, you can:
1/ Focus resources on the customers that matter most.
2/ Streamline marketing and sales efforts to drive better sales outcomes.
3/ Develop solutions that are laser-focused on solving your ideal customers’ biggest challenges.
In short, defining your ICP helps you play in the right market, with the right messaging, right value proposition and win.
This step is about defining what problem you're solving, and who you're solving it for: the specific markets, geographies and customer segments that your business will focus on to invest your marketing that maximises your growth and success.
A key part of this decision is building your Ideal Customer Profile (ICP).
Your ICP defines the specific type of customer who will benefit most from your product, service or solution. It’s not just about targeting any customer; it’s about identifying the right-fit customer — those who will find the most value in your offering, have the highest likelihood of buying, and will stay as a long-term repeat customer.
By aligning your ICP with the “Where to Play” decision, you can:
1/ Focus resources on the customers that matter most.
2/ Streamline marketing and sales efforts to drive better sales outcomes.
3/ Develop solutions that are laser-focused on solving your ideal customers’ biggest challenges.
In short, defining your ICP helps you play in the right market, with the right messaging, right value proposition and win.
This template I've developed and refined over the years helps me and my clients to gain extreme in-depth clarity of our ideal customers to serve.
I recommend blocking out a couple hours, and work with your marketing and sales teams to fill up as much of the template as you can. Usually, just by doing this, many marketing decisions and sales prospecting channels will start to become clear!
I recommend blocking out a couple hours, and work with your marketing and sales teams to fill up as much of the template as you can. Usually, just by doing this, many marketing decisions and sales prospecting channels will start to become clear!
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