Build an ICP Evidence Brief
A brief for customer evidence, segments, and assumptions.
Set the scope
Build an ICP Evidence Brief starts with a written boundary. Name the event, the source, the owner, the evidence, and the point where the work must stop.
The main risk is that an ICP can be built from opinion without evidence. Record the source and time before changing a status.
Capture the evidence
A usable record includes segment, source, fit signal, counterexample, owner, and review date. Keep the source beside the record so another reviewer can reconstruct what happened.
The GTM lead confirms the decision or exception. The support role can assemble approved evidence and route interpretation, but should not fill a gap with an assumption.
Separate preparation from judgment
Decisions about positioning and targeting decisions remain with the authorized owner. Use three labels: proceed, pause for missing evidence, and escalate.
Apply the labels to real examples. The record should show the current state and the next owner.
Run the review
Review evidence gaps, segment changes, and review age. Sort by age, owner, and exception reason.
For example, a new segment is added from a sales anecdote. Record what evidence was available and who owned the next step.
Pilot one workflow
Start with one segment. Test the checklist on a small batch and review exceptions with the owner.
Expand only after the workflow produces a reviewable record and a predictable review rhythm.
Related GTM guides
Frequently asked questions
What should stay with the accountable owner for ideal customer profile?
Decisions about positioning and targeting decisions and any exception outside the written rule stay with the authorized owner.
What should the support role record?
The approved action, source evidence, current status, exception, and next owner.