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icp-persona-builder

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Turns a vague "who we sell to" into a weighted, filterable ICP scorecard - firmographics, technographics, and time-bound triggers expressed as literal Apollo or Sales Navigator filter values, built from closed-won and churned evidence, with hard disqualifiers and A/B/C account tiering - plus a buying-committee persona map covering economic buyer, champion, technical user, and blocker with each role's pains. Use when standing up outbound - FIRST, before any list-building or outreach - and someone asks "who is our ICP", "what filters do I put in Apollo", "we're targeting everyone and closing no one", or "score this account against our ICP". Do NOT use for pulling the actual prospect list - use prospect-list-builder instead - or for the messaging one-liner - use positioning-statement instead - or for end-user research personas - use user-persona instead.

skills/icp-persona-builder/SKILL.md

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# Build Your ICP & Buyer Personas

The core insight: an ICP is not a description, it is a **filter**. If you cannot type a criterion into Apollo, Sales Navigator, or a Clay table and get a finite list back, it is not part of your ICP - it is marketing prose. "Mid-market companies that value innovation" is useless. "US-based B2B SaaS, 50-500 employees, Series B+, using Salesforce + Segment, hiring SDRs" is a list you can build tomorrow. The most common trap is conflating the ICP (the *account* you target) with the persona (the *human* you email) and skipping the buying committee entirely - so reps email one champion who has no budget, or one economic buyer who has never felt the pain.

The second trap is building the ICP from aspiration instead of evidence. Your ICP is whoever already gets value and pays you, not whoever you wish would. Start from closed-won, not from the TAM slide. If you have fewer than ~10 closed deals, anchor on your best 3-5 customers by retention and expansion, and treat the result as a hypothesis to be falsified by [[buying-signal-tracker]] reply data.

## When to use this skill

- You are standing up outbound and have no documented, filterable target definition.
- Reps are spraying - pipeline is full of bad-fit deals that stall at procurement or "no budget."
- Reply rates are fine but win rates are bad: usually a persona/committee problem, not a copy problem.
- You're entering a new segment or launching a new product and need a fresh ICP hypothesis.
- You need to tier a raw account list A/B/C before [[prospect-list-builder]] and [[outreach-sequence-designer]] burn effort on it.
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