An ideal customer profile (ICP) describes the companies or people you are best built to serve. Without one, marketing speaks to everyone and sales closes nobody with consistency.
Define ICP with concrete traits: industry or use case, company size or stage, geography if relevant, budget readiness, and the problem severity that makes them buy. Add who the buyer and end user typically are.
Use the ICP to say no. A lead outside the profile can still become revenue, but it should not set your product roadmap or campaign messaging. Protect focus for the segment where you win most often.
Review the ICP after you have closed a handful of customers. Update it based on who actually paid, stayed, and expanded — not who looked exciting in a pitch meeting.
