Personas can't stay trapped in static slide decks.
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.
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.
Research, synthesis, operationalization.
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.
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.
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.
From a defined ICP to a living program.
- Foundation
Foundation
Research and a defined ICP.
Primary research and a synthesized ICP and audience definition your team can act on.
Scoped per engagementStart the conversation- Research: surveys and qualitative interviews.
- Synthesis: a defined ICP and buying-group view.
- Readout: a working session on the findings.
- Accelerant
Accelerant
Defined and operationalized.
The full engagement: research, synthesis, and the ICP built into your systems.
Scoped per engagementStart the conversation- Everything in Foundation, built out in full.
- Operationalization: the ICP wired into CRM and workflows.
- Enablement: the team trained to keep it current.
- Enterprise
Enterprise
A living audience program.
An ongoing program that keeps the ICP current as your market and product evolve.
Custom Annual engagementRequest a quote- Everything in Accelerant, on an annual cadence.
- Refresh: scheduled research to keep the ICP live.
- Advisory: senior guidance as segments shift.
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.
Sales stopped arguing with marketing about who the customer was.
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Read the case studyCommon questions.
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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.
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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.
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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.
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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.