Your ICP should describe repeatable success, not just any closed revenue.
The team keeps saying “our buyer is operations leaders,” but wins include freelancers, mid-market RevOps teams, and one large bank that required custom implementation. Messaging is broad, and no one agrees whether PLG or SLG should lead. Define ICP from repeatable success: fast value, believable whole product, reusable proof, and a motion that stays economical. The trap is counting every paid account as evidence. That hides the difference between on-ICP wins that can cross the chasm repeatedly and off-ICP wins that only happened because a founder, custom service, or unusual champion carried them through. Step 1 List recent wins and…
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