Worksheet12 questions

The fill-in-the-blank version of the intake we run with every client.

Twelve questions. Answer them honestly and you'll have a real ICP — not "B2B SaaS founders."

Progress00 / 12

[01]

The anchor

01What do you sell, in one sentence?

02Who is your single best customer — name them?

[02]

The buyer

03What job title actually buys this?Be specific — not "decision maker."

04Headcount — hard minimum and hard maximum?

[03]

The targeting

05Industries — which are in, which are explicitly out?

06Geography — which countries, or specific states/regions?

[04]

The signals

07Triggers that matter?Recent fundraise, new hire in a role, product launch, etc.

08Disqualifiers — competitors, existing customers, partners to exclude?

[05]

The offer

09Your ask — what are you asking them to do?Book a call, try a free audit, etc.

10Your lead magnet — what can you legally give away for free?

11Tone — casual or formal, peer-to-peer or vendor-to-buyer?

12Constraints — banned words, regulated industry, legal limits?

Test

The hard-vs-soft test

For every answer above, ask: if you found someone who matched everything except this one thing, would you still reach out? Yes → soft preference, a signal not a filter. No → hard filter, it has to match. Most people treat every criterion as hard and end up with a list of 200 instead of 5,000.

Watch out

Common mistakes

"SMBs" isn't an answer — get actual headcount numbers.
"Anyone who needs X" means you don't have an ICP yet — name a real customer instead.
Titles need synonyms — "VP of Sales" without "Head of Sales" / "VP Sales" / "SVP Sales" misses most of the list.
Triggers are never hard filters — treating "must have just raised funding" as required shrinks your list 20x for no good reason.

This gets you 80% of the way to a real ICP. We do the other 20% — turning it into an actual enriched list.

Send us your answers and we'll build a free ICP sample list off them — real companies, real contacts, so you can see what the targeting actually returns before committing to anything.