An ideal customer profile (ICP) describes the type of company that is a strong fit for a product or service. It is usually based on characteristics such as industry, company size, geography, business model, technology or other attributes associated with successful customers. Behavioural activity is useful for measuring interest, but it is separate from the ICP itself.

ICP vs fit score

The ICP defines the characteristics of a suitable customer. A fit score or grade applies those criteria to an individual lead or account so teams can compare prospects consistently.

How an ICP is used

ICP criteria can inform account selection, lead grading, territory planning and qualification. The definition should be based on customer and commercial data and can change as the product, market or target segment changes.

See also Fit Score and Lead Grading.