Use this worksheet to define your ideal buyer before launching any outbound campaign. A tight ICP means higher reply rates, better meetings, and faster closes.
Section 1: Firmographics
| Attribute | Your ICP |
|---|---|
| Industry verticals (top 3) | e.g., Healthcare, Manufacturing, Professional Services |
| Employee count range | e.g., 50-500 |
| Annual revenue range | e.g., $5M-$50M |
| Geography (metro areas or regions) | e.g., Dallas-Fort Worth, Greater Phoenix |
| Number of office locations | e.g., 1-5 |
| IT team size | e.g., 0-3 internal IT staff |
| Current IT provider status | e.g., Has break-fix, no MSP / Has MSP, unhappy / Internal IT only |
Section 2: Decision-Maker Profile
| Attribute | Primary Buyer | Secondary Influencer |
|---|---|---|
| Title(s) | e.g., CEO, COO, VP of Operations | e.g., Office Manager, IT Director |
| Reports to | e.g., Board / Ownership | e.g., CEO / COO |
| Key priorities | e.g., Growth, risk reduction, efficiency | e.g., Day-to-day uptime, user support |
| Where they spend time online | e.g., LinkedIn, industry associations | e.g., Reddit, IT forums |
Section 3: Pain Points (Rank 1-5)
- Unreliable current IT support / slow response times
- Cybersecurity concerns / recent breach or scare
- Compliance requirements they can't meet internally (HIPAA, CMMC, SOC 2)
- Aging infrastructure / overdue for hardware refresh
- Growing headcount but IT support hasn't scaled
- Too dependent on one internal IT person ("bus factor")
- Want to migrate to cloud but lack expertise
- Board or insurance company requiring better cyber posture
Section 4: Buying Triggers
| Trigger | How to Detect |
|---|---|
| New IT leadership hire | LinkedIn job alerts, company page monitoring |
| Compliance deadline approaching | Industry regulation calendars, news monitoring |
| Cybersecurity incident in their industry | Google alerts, industry publications |
| Rapid headcount growth | Job postings, LinkedIn growth data |
| M&A activity | News, SEC filings, press releases |
| Current IT vendor price increase | Review sites, industry forums |
| Office expansion / new location | Commercial real estate listings |
| Insurance renewal requiring cyber coverage | Seasonal (Q4 and Q1 common) |
Section 5: Disqualifiers
- Companies with >10 internal IT staff — they likely don't need an MSP
- Companies in active bankruptcy — can't afford services
- Companies that just signed a 3-year MSP contract — locked in
- Government entities — different procurement process
How to Use This Worksheet
- Fill out each section honestly — use real data from your current best clients
- Once complete, your outbound partner uses this to build targeted prospect lists
- Revisit and refine quarterly as you learn what converts and what doesn't
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