ICP & Segmentation Decision Playbook
Decision scope
This playbook structures decisions on ideal customer profile, segmentation boundaries and exclusion criteria to improve deal quality, retention and capital efficiency.
It defines who to prioritise, who to decline and why; based on economics and repeatability rather than volume.
A decision model for defining who to serve, who to refuse, and why, based on economics and repeatability.
Book a callWhen it is used
Use this playbook when growth is driven by volume but profitability and retention are inconsistent.
Broad targeting and inconsistent results
High variance in deal profitability
Churn that suggests mis-fit customers
Internal disagreement on the “right” customer
Inputs
Customer economics (margin, retention, expansion)
Sales cycle length and cost-to-serve
Customer outcomes and usage patterns
Competitive and market constraints
Outputs
ICP decision criteria and scoring logic
Segmentation model with clear boundaries
Exclusion rules and qualification prompts
Messaging and offer implications (high-level)
Review cadence and update triggers
Application
Applied in leadership alignment sessions to define a consistent customer boundary across marketing, sales and delivery.
The outcome is fewer misfit customers, clearer qualification and more predictable expansion.
Commercial terms
Terms depend on customer base
size and data quality.