Transform Your ICP from Idea to Action | Be Uniic

Be Uniic has been working with a lot of B2B companies recently and ICP is always a preliminary conversation we have. The truth? Most of them don’t have a problem defining their ICP, however, they can tell us who it is and what kind of account they want to target. This continues to be an issue, and it lies in the fact that said company has an issue translating those definitions into actionable insights.

As mentioned, the company’s team can describe their ideal accounts with clarity. It’s kind of like they “know it when they see it.” There’s often a nice little pitch deck that everyone can nod their heads to during meetings. Teams understand the difference between their dream accounts and one that’s destined to be marked as non-related. So, where’s the freaking issue?

NO TRANSLATION… There’s a bridge between what’s on the deck and what happens on the ground…

The Translation Gap

The deck that we keep mentioning is important, however, it’s just the beginning of the ICP discovery and shouldn’t be a means to an end. It needs to grow and change into what the ideal customer is in terms of a model – something quantifiable, scored, and tiered in a way that everyone in the organization can trust and act upon it.

This model should deliver:

• Scores and Tiers: This is how you would prioritize accounts aligning with your sales and marketing goals.
• Trust: Build a system that not only builds pre-built trust with your ICP, but also a system that your team believes will work because it’s based on data and real-world outcome-based marketing.
• Adaptability: This entire idea of systems shouldn’t just be something that never changes because you’ve “figured it out.” There should be regular updates to make sure the model remains aligned with the shifting market dynamics.

When Translation Happens, Focus Follows

If a company works to actually get the translation right, the results are endless and helps scalability grow. Suddenly, your teams just aren’t chasing every single lead; they’re pursuing the “right” leads. Sales cycles get shortened, win rates improve, and market efforts become laser-focused. This focus isn’t something that just happens by accident – it’s the result of an ongoing process to refine and translate your ICP.

Going Beyond the Board Slide

Ah, you have your ICP on the whiteboard in the boardroom… Should the ICP go beyond this? Yes. That slide is just the beginning, more like an ideation stage in which you identify what your ICP looks like. But to drive tangible results within the ICP, you need to push your snapshot into a living, breathing model that guides all your departments to make decisions that make sense.

At the end of the day, it’s not just about identifying and defining your ICP; it’s about making the ICP model work for you. When you bridge this gap you’ll reap the rewards. That’s when the ICP you want stops being another concept someone threw on the wall and it stuck, they begin to be a tool for growth.

So, what do you think? Is it time to take your ICP beyond the board slide?