Out of the deck. Into the CRM.

Most persona work is researched once, presented once, and never opened again. We do the deep research, then operationalize the ICP into the systems your team works in every day.

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The problem

When did your sales team last reference your persona work?

If the honest answer is a shrug, the research was never the problem. The gap is operationalization: getting the ICP out of the deck and into the CRM, the workflows, and the content.

The business impact

An ICP your whole revenue team uses.

  • Sharper targeting

    A precise ICP that gets sales and marketing chasing the same accounts.

  • Out of the deck, into the stack

    The ICP wired into the CRM, the workflows, and the content, not filed away.

  • Less wasted pipeline

    Effort and spend focused on the accounts most likely to close.

How the work runs

From real research to your CRM.

Research

Real research, not a workshop guess.

Primary research at depth: surveys at scale and qualitative interviews with real buyers. The ICP is grounded in what your market actually says, not what a room of stakeholders assumed.

Synthesis

An ICP, and the buying group behind it.

B2B decisions are made by groups, not personas. We synthesize the research into a clear ICP and the buying-group dynamics that decide whether a deal moves or stalls.

Operationalization

Built into the systems the team works in.

The ICP is wired into your CRM, your AI workflows, and your content, so sales, demand, and product marketing all use the same definition, every day, without thinking about it.

Proof B2B enterprise, multi-segment portfolio
1 ICP shared across sales, demand, and product marketing, replacing four conflicting versions.

Four teams ran four definitions of the ideal customer. We rebuilt one ICP from primary research and wired it into the CRM and workflows, so targeting finally agreed with itself.

Every company should have a research-based approach to their customer base so that they know who exactly they are talking to and what those folks actually want. It has been a really amazing investment for us.

Integrated Marketing Leader, Dun & Bradstreet

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Common questions.

  • How is this different from a persona deck?

    A deck is where most persona work goes to die. We deliver an ICP built into your CRM, your AI workflows, and your content, so it shapes the work instead of sitting in a folder.

  • What does the research involve?

    Primary research at depth: large-scale surveys and qualitative interviews with real buyers, not assumptions pulled from a workshop whiteboard.

  • Do you cover buying groups, not just personas?

    Yes. B2B decisions are made by groups, so the work maps the buying-group dynamics, not just a single archetype.

  • Who uses the output?

    Sales, demand, content, and product marketing. The operationalization step makes sure the ICP is usable by each of them, not just marketing strategy.