Ideal Customer Profile (ICP) Worksheet
Most businesses have a vague sense of who their best customers are. This worksheet forces specificity — the kind that changes how you write ad copy, who you target in campaigns, and how your sales team qualifies leads.
It's structured in four sections. The Firmographic or Demographic Profile section documents the measurable characteristics of your ideal customer: company size, industry, revenue range, geography, and job title (for B2B) or age, income, life stage, and location (for B2C). These are the attributes you can target in advertising platforms.
The Psychographic section goes deeper: what does this customer care about, what are they afraid of, what does success look like to them, and what triggers them to look for a solution. These answers drive messaging and content.
The Buying Process section documents how your ICP makes decisions: who else is involved, how long the process takes, what information they need at each stage, and what objections they raise. This is where the worksheet connects to sales and content strategy.
The final section is a Lead Scoring Matrix — a simple point system for evaluating whether an incoming lead matches your ICP, with columns for each attribute and a total score threshold that separates good-fit from poor-fit leads.
What you get
- Sections for firmographic or demographic profile and psychographics
- A buying process map and a lead scoring matrix
- Provided on request through the contact form
Who it's for: Founders, marketers, and sales leaders defining or refining their target customer.
A worked example of the scoring matrix
The lead scoring matrix is easiest to understand with an illustration. Imagine a small accounting software company that sells to firms with 10 to 50 staff. It lists five attributes, gives each a weight out of 5, and scores every enquiry against them: company size in range, a finance or operations decision maker involved, an existing manual process, a stated buying trigger such as a new tax year or a recent hire, and a realistic timeline. A lead that meets four of the five, including the decision maker, scores high and goes straight to a sales call. A lead that meets only size and nothing else scores low and receives helpful content instead.
The numbers here are made up for the example; yours should come from your own best customers. Fill in the matrix by looking at your five best and five worst customers and asking which attributes separate them. Then set the threshold that divides good-fit from poor-fit leads, test it on the last twenty enquiries, and adjust. Revisit the worksheet every quarter, because your ideal customer changes as the business does.
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