Use My Free ICP and Buyer Persona Template
Focus on Your ICP Like Rumy | GTM or GTFO
Your GTM should be FOCUSED
Let me super clear. If you do not have a properly defined Ideal Customer Profile and corresponding Buyer Personas…. Stop. Just Stop everything and go do it. It will take a few hours of analysis and thoughtfulness and you will be 100x better off.
This should have been the 1st thing you did.
I want you to spend 3 hours and focus on defining your ICP and Buyer Personas the same way this handsome dog - Rumy - is focused on you.
Most companies fail at GTM not because their product is wrong, but because they never get specific enough about who they’re building for. The ICP is the single most important strategic decision you’ll make. Everything flows from it: your messaging, your channels, your hiring, your product roadmap.
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You don’t need more leads (well maybe some of you do!), you need more discipline.
ICP versus Buyer Personas
The Ideal Customer Profile is a detailed description of the companies that you believe have the highest propensity to become your very best customers. Twenty percent of clients usually generate eighty percent of revenue. Base the profile on that twenty percent. Be as specific as possible.. Firmographics, industry, size, tech stack, pain points, growth stage, etc.
Buyer Personas are the descriptions of the humans who work at those companies. Their job, fears, motivations, objections, and the words that resonate with them. Because companies don’t buy anything, humans do.
The Four Reasons Your ICP Matters:
Everyone is not your customer - An ICP aligns your entire GTM team — sales, marketing, product — around a single target. Without it, every team has a different answer to “who are we selling to?” and you end up spreading effort across accounts that will never close or retain.
Make them feel like you built it for them - When you know your ICP precisely, you can tailor your website copy, your outreach, your demos, and even your product language so that the right prospect reads your pitch and thinks “this is exactly us.” That feeling closes deals.
Know where to spend your time - Without a focused ICP, you’re guessing on channels. With one, you can identify exactly where your best customers spend their time — which communities, which events, which LinkedIn groups — and put all your effort there instead of everywhere.
Higher quality pipeline, fewer wasted cycles - Your ICP becomes your qualification filter. Build “does this meet our ICP definition?” directly into your sales process. Reps who can answer that question in the first five minutes save weeks of chasing deals that were never going to close.
OK let’s do this together:
You can use this Google sheet template if you want (File-Make a copy) or this Loveable/Netifly app
First, define your ICP like it’s gospel. Not just firmographics - size, revenue, geo, and so on. Get into defining what your best customers look like. Their problems, their reporting structure, etc.
Second, define the buyer personas. This is not a my buyers are “IT Directors” exercise. That is just a job title. Dig into current tech stack, buying triggers, problems they want to solve for their role, are they a champion, user, decision-maker? What words and phrases resonate with them? Which should you be sure to avoid?
All accounts on your list should fit your ICP. But if you speak with them and learn something that takes them out of your ICP, or one comes inbound that doesn’t meet the ICP, let them go.
Don’t have happy ears! Even if you are only 80% sure they are not going to buy, let them go. Trust me, if they want to buy and you made a mistake they will let you know. You are not helping the company by keeping them in the funnel. You’re being inefficient. The CEO makes decisions based on your pipeline, so help them make the right ones not the wrong ones.
Focused messaging. Go double check your messaging right now - is your messaging aligned to the buyer personas PAIN? Be sure to communicate how you solve the thing they are losing sleep over.
For many this is really difficult....
Growing your business is about sharpening your aim.
Discipline finds and closes more deals.
GTM is your only moat. Get it right. Or GTFO.
If your new SDR emailed 2500 people who don’t work there anymore, he’d be fired Wednesday.
Some companies are handing that job to AI. They put it in the budget and call it transformation.
I’ve talked to dozens of CROs and CMOs recently and every one of them has a line for AI agents.
But almost nobody has a line for the data those agents are going to use. Nobody’s budgeting for that.
Like baking a chocolate chip cookies without the chips.
An agent can be a great employee:
It never doubts the record. Opens the CRM, sees a name, a title, a mobile and believes they are all right. At 2am the agent sends an email (x 2500 times) with perfect grammar and a personalized opener.
It can also be a shit employee:
The @ firstname was actually the last name. The personalized opener referenced a funding round the recipient wasn’t there for. The agent never clues in that the data is wrong.
Any semi-decent human will clue in. Speed and efficiency only helps when it’s using accurate date.
A lot of teams are building and buying a very fast way to be wrong.
Before you sign that that PO for the new AI agent that looks beautiful and has a cool name. Pull the top 100 accounts in the plan. Check how many still have the right live human on the other end. Fix it.
You can easily use my man Benjamin at FullEnrich. It helps fix account gaps and makes outreach fast.
Get sh!t done 😎
P.S If your agent is writing better emails than your reps, you have a coaching problem.
Why GTM or GTFO Exists: The GTM is bar is low - big talkers, best practices and bullshit. Being elite is your moat. Do the work that matters and get sh!t done.
If this was valuable, please share it , post it, comment on it, or DM me. GTM or GTFO comes out every Sunday. See you next week.