Quarterly ICP Reviews

An ICP that's never updated is a liability. Markets shift, products evolve, and your best customers today may not look like your best customers from 18 months ago. A quarterly ICP review keeps your targeting calibrated to current reality.

What to Review Each Quarter

Closed-won analysis: Pull all deals closed in the quarter and look for patterns that differ from your current ICP definition. Did you win more deals in a new vertical? Are you seeing more traction in a different company size band? Are there technology stack patterns you didn't anticipate?

Churn and expansion analysis: Which customer cohorts are churning, and which are expanding? ICP should optimize for long-term revenue, not just initial close rate. If a particular segment closes well but churns at 30% annually, it belongs in your exclusion list, not your ICP.

Competitive win/loss: If you're consistently losing to the same competitor in a specific segment, that segment may not belong in your ICP — at least not yet. If you're consistently winning in a segment where you didn't expect to, expand your ICP to include it.

The Review Process

Hold a 90-minute quarterly ICP review with sales leadership, marketing, and customer success. Pull the data in advance. Run through closed-won, churn/expansion, and win/loss. Make specific, documented changes to the ICP definition. Communicate the changes to the full GTM team within a week.

Versioning Your ICP

Keep a dated version history of your ICP definitions. When you find that a filter change improved your close rate by 12%, you want to know exactly what you changed and when. Use a shared document with version dates and change notes.