ICP Evaluation SOP

1. Purpose

The purpose of this SOP is to establish a structured process for evaluating ICP effectiveness based on conversion data, pipeline quality, and market changes. A periodic ICP evaluation ensures that sales efforts remain focused on the highest-value targets. Without structured evaluation:

  1. Sales may over-invest in low-converting segments.
  2. Marketing may generate inbound leads misaligned with sales priorities.
  3. Outdated ICP filters may cause missed opportunities in emerging markets.
  4. Forecasting and pipeline reporting become unreliable.

This SOP ensures the ICP is validated, refined, and updated regularly based on data and feedback.

2. Scope

This SOP applies to all stakeholders involved in lead targeting, research, and qualification.

  1. Roles Covered: SDRs, AEs/BDMs, Sales Managers, Sales Operations, Marketing, Sales Leadership.
  2. Activities Covered: Reviewing ICP alignment, scoring accuracy, conversion analysis, and refinement.
  3. Systems Covered: CRM, ICP Scorecard, ICP Scoring Tracker, analytics dashboards.

3. Definitions

  1. ICP Evaluation: A structured review of ICP criteria and scoring model based on real-world performance.
  2. Conversion Metrics: % of leads → opportunities, opportunities → closed-won.
  3. Pipeline Quality: Distribution of high/medium/low-fit leads in CRM.
  4. Win/Loss Analysis: Review of reasons behind deal outcomes by ICP segment.
  5. Market Feedback: Insights from Sales, Marketing, and Delivery teams on client fit and satisfaction.

4. Step-by-Step Process

  1. Data Collection
    • Extract ICP scoring data from CRM and tracker.
    • Review conversion rates by ICP tier (High/Med/Low).
    • Pull win/loss data segmented by ICP criteria.
  2. Pipeline Analysis
    • Evaluate % of pipeline in High ICP Fit category.
    • Identify ICP segments with lowest conversion/win rates.
    • Check for over-representation of non-ICP leads.
  3. Qualitative Review
    • Collect feedback from SDRs and AEs on ICP effectiveness.
    • Gather Delivery/CS input on client satisfaction and fit.
    • Capture Marketing insights on inbound campaign alignment.
  4. Scoring Model Review
    • Assess weightages (Fit 50%, Engagement 30%, Intent 20%).
    • Adjust criteria if certain attributes (e.g., technographics, geography) are proving more predictive.
  5. Refinement Recommendations
    • Suggest ICP adjustments (new industries, revised company size brackets, new regions).
    • Propose scoring changes based on data trends.
    • Document “disqualified” segments where deals consistently fail.
  6. Approval & Rollout
    • Sales Leadership reviews and approves recommended changes.
    • Sales Operations updates CRM fields, scorecard templates, and trackers.
    • Conduct training sessions to roll out updated ICP to Sales & Marketing.
  7. Documentation
    • All changes logged in the ICP Framework document (Task 19).
    • Version control maintained with date, approver, and rationale.

5. Roles & Responsibilities

  1. SDRs: Provide frontline feedback on ICP fit and lead quality.
  2. AEs/BDMs: Report win/loss insights by ICP segment.
  3. Sales Managers: Consolidate feedback, validate scoring accuracy, and recommend refinements.
  4. Sales Operations: Run data analysis, update tools/fields, and prepare reports.
  5. Marketing: Align campaign targeting with updated ICP.
  6. Sales Leadership: Approve final ICP changes and ensure adoption.

6. Governance, Violations & Consequences

  1. Governance Oversight: Head of Sales and Sales Operations.
  2. Monitoring: Quarterly ICP evaluation reports delivered to Sales Leadership.
  3. Examples of Violations:
    • Continuing to pursue outdated/non-ICP segments after revision.
    • Skipping ICP scoring for new leads.
    • Failure to log ICP updates in CRM.
  4. Consequences:
    • Minor Violations: Coaching and refresher training.
    • Moderate Violations: Formal warning and pipeline ownership review.
    • Severe Violations: Escalation to Sales Leadership with corrective action.

7. Review & Ownership

  1. SOP Owner: Sales Operations.
  2. Review Cycle: Quarterly ICP evaluation with annual deep-dive review.
  3. Approval Authority: Sales Leadership.
  4. Training & Awareness: ICP updates must be communicated via training sessions within 2 weeks of approval.
  5. Version Control: All revisions logged in SOP Register with date, version number, and approvals.