// GTM

ICP

Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.

In depth

ICP is not a persona and it is not a TAM slice, it is the intersection of accounts that convert fastest, churn least and expand most. Most GTM problems in Series A→B companies come from an ICP that is too broad.

Related terms

Persona

A named archetype representing a specific role in the buying committee, champion, user, EB, etc.

ABM

Account-Based Marketing, coordinated sales + marketing plays run against a finite named account list.

TAM

Total Addressable Market, the total revenue opportunity if you had 100% market share.

← Back to full A-Z