ICP & qualification, segments and leads

ICP & qualification holds four customer profiles and the Partner profile side by side in one published revision: wholesalers, suppliers and manufacturers; growing webshops; enterprises and consortia; and agencies that do the work in the product themselves. Each criterion has a K text (qualifies), a G text (grey area) and a D text (disqualifier) with rules over facts behind them, and some criteria are hard requirements. A partner is scored on seven questions from 1 to 5 into tier A, B or C instead.

Every company and open deal is scored against its profile, and the count decides. Strong fit needs at least 7 K and no D on the ICP and Webshop profiles, and at least 5 K and no D on Enterprise and Agency; at least 4 K is Nurture, and below that a webshop goes to Low-touch and the other profiles stop. A hard requirement at D stops the deal whatever else scores K. A criterion nobody has evidence for is unknown, never a D: it keeps the verdict provisional and becomes a question to ask on the next call, hard requirements first.

The verdict is stored, so the CRM, Companies, Leads and Events read the same one. A deal’s scorecard shows the outcome, the path to Strong fit and the questions to ask, and outcome actions plan a demo, park the deal or move a certain stop to Lost. On the 1st of each month Growth-OS suggests criteria changes from what happened; an admin accepts each into a draft or rejects it, and publishing stays a separate step. This is deterministic, and it is not a prediction that a company will buy.

Each quarter’s sales plan sets an ideal funnel per vertical, from reach through MQL, SQL, demo and proposal to customers. The Sales plan dashboard puts the actual beside it, against the ideal pro-rated to that point in the quarter, names the step where each vertical is stuck and why, and shows a step nothing measures as not measured rather than zero. On Monday the daily digest adds the sales week for leadership: stuck steps, the most common stop, Strong fits past their demo deadline and deals back from nurture.

A segment record saves who we are targeting and who we are deliberately leaving out. It does not save a member list: Leads re-derives membership from the company records on every read, so the count moves when the records move and there is nothing to refresh.

Write one clause per line. A clause is a field, a comparator and a value, and the fields are the ones a company record holds. A line the grammar cannot read is reported with its line number, the text as you wrote it, the reason and a hint. It is never guessed at, because a guessed clause quietly changes who gets contacted.

• ecommerce platform is one of Shopify, Magento
• catalog size is at least 5000
• number of languages is at least 3

Companies eligible for outreach, companies excluded by a rule, and companies our records cannot answer for. The third group contradicts nothing; it simply records nothing a clause compares, and it is listed under cannot tell rather than counted as a miss.

Every exclusion carries the first rule that decided it: marked exclude from campaigns, campaign suppression not recorded, already a customer, open opportunity, contacted recently, matched a deliberate exclusion, or a deliberate exclusion that could not be answered. The contact window defaults to thirty days and is a courtesy rule we chose, not a deliverability rule and not consent.

The coverage funnel is coverage of what we have written down, never of the market. Forty company records produce a funnel about forty companies. Below twenty eligible companies the page says a result from a run that small cannot be read as anything but noise.

Leads has no editing controls by design. A company in cannot tell needs the field a clause compares. A company excluded for unrecorded suppression needs that answer typed on it. A member with no route needs a company domain. Every fix is one record away, and the next read follows.