Fractional CMO Service: IICP Workshop
Define Your Right Customer. Build Everything Around Them.
Before you market anything, you need to answer one question:
Who are you intentionally trying to win—and why?
In the Ideal INTENTIONAL Customer Profile (IICP) Workshop, we go beyond the standard ICP frameworks. We take a Market-Led Growth approach to define your true-fit customer: the one who not only needs your solution but wants it, understands it, and thrives with it.
Because success doesn’t come from selling to everyone.
It comes from designing your entire GTM system around the right someone.
Why “Intentional” Matters
Most companies define ICPs based on superficial firmographics—industry, size, revenue, headcount.
But your best customers share deeper, more meaningful traits:
- A clear pain point your product uniquely solves
- Internal champions with influence and urgency
- Alignment with your pricing, onboarding, and support model
- Use cases that drive real ROI (and great stories)
- Strategic value beyond ARR—like referrals, feedback, and reach
What We’ll Cover
01
Customer Fit vs. Customer Intent
Define the intersection of customer fit (external factors) and customer intent (internal drivers)
Explore what makes a lead qualified vs. ready to buy
Unpack how the buying journey really works inside your target accounts
02
Signals, Triggers & Timing
Identify the behavioral and contextual signals that indicate when your IICP is actively in-market
Document the internal business events and external ecosystem shifts that create urgency
Outline how to build a “ready-to-buy” radar
03
Stakeholders, Ecosystem & Buying Dynamics
Map roles, relationships, and influencers in the buying decision.
Understand the broader ecosystem: partners, tools, channels, advisors, and competitors that surround your customer
04
Negative Profile & Time-Wasters
Define who is not a good fit—even if they appear attractive at first
Document past deals that drained resources or churned early
Use this to sharpen qualification and focus your GTM engine on high-ROI customers only
What You’ll Walk Away With
A clear, detailed Ideal Intentional Customer Profile (IICP)
Strategic documentation outlining buying triggers, pain points, success drivers, and ecosystem context
Clarity on how to spot, attract, and convert the right customers
A shared understanding across Marketing, Sales, and Product
A foundational asset that informs every GTM decision moving forward
Who Should Be in the Room:
- CEO / Founder
- Sales Leadership
- Product / Customer Success
- Marketing & GTM Teams
- Voice of the Customer Stakeholders
Workshop Format:
- 2 x 2-hour collaborative sessions (can be virtual or in-person)
- Follow-up synthesis and documentation delivered as a shared resource
- Optional stakeholder interviews or customer win/loss reviews available