8 ICP Worksheets
Pre-built ICP definition frames for the 8 most common Sales Connector verticals. Each worksheet has the same structure: who they are, where they work, what triggers them to buy, what disqualifies them, and Sales Nav filter starting points.
Use one of these as your day-1 ICP definition. Refine in week 4 from real reply data.
SECTION 01Worksheet 1: B2B SaaS Founder
Who they are
- Title: Founder, CEO, or Co-founder
- Years building this company: 2-7
- Has product-market fit (early signals: paying customers, retention)
- Hasn't yet hired their first AE OR has 1-2 reps and is figuring out the playbook
Where they work
- Industries: SaaS-adjacent (B2B Software, Computer Software, IT Services)
- Headcount: 11-200
- Funding stage: Pre-seed through Series B (post-Series B usually has GTM machinery)
- Geography: US-first; UK and Canada secondary
What triggers them to buy
- Inbound is plateauing
- About to hire first AE; wants playbook ready
- Investors asking about pipeline coverage
- Just closed a funding round
What disqualifies them
- Pre-product-market-fit (still building the product)
- Outsourced sales already to a third party with expensive lock-in
- Headcount over 500 (sales ops complexity exceeds our offering's natural fit)
- Self-described "anti-outbound" with no openness to revisit
Sales Nav starting filters
- Title: Founder OR Co-founder OR CEO
- Industries: Computer Software, IT Services, SaaS
- Headcount: 11-200
- Geography: US, UK, Canada
- Posted in last 30 days: Yes
SECTION 02Worksheet 2: Marketing Agency Principal
Who they are
- Title: Founder, CEO, or President of an agency
- Years running the agency: 3+
- Has 5+ employees and at least 5 retainer clients
- Wants predictable demand without chasing referrals
Where they work
- Industries: Marketing & Advertising, Public Relations & Communications, Design Services
- Headcount: 11-100
- Type: B2B services agencies (not pure DTC creative shops)
- Geography: US, UK, Australia
What triggers them to buy
- Lost a major retainer recently
- Trying to grow past founder-led sales
- Already has a BDR who isn't producing
- Wants to white-label SC for their clients
What disqualifies them
- Solo agency under 3 people (we're not their right size yet)
- Pure inbound model (paid social agencies who only run paid ads for clients)
- Already has full sales team (we're augmenting, not replacing)
Sales Nav starting filters
- Title: Founder OR President OR CEO
- Industries: Marketing & Advertising, Design Services
- Headcount: 11-100
- Geography: US
SECTION 03Worksheet 3: Recruiter / Search Firm Principal
Who they are
- Title: Founder, Managing Partner, or Principal
- Years in recruiting: 5+
- Owns or co-owns a search firm
- Wants demand-side pipeline (clients), not supply-side (candidates)
Where they work
- Industries: Staffing & Recruiting, Executive Search
- Headcount: 1-50
- Specialties: Executive search, retained, lateral attorney, technical, financial services
- Geography: US, UK, Singapore
What triggers them to buy
- Pipeline of new client engagements is thin
- Just lost a major retainer
- Expanding into a new specialty
- Hired a new partner who needs deal flow
What disqualifies them
- Volume staffing firms (high-volume, low-margin)
- Internal corporate recruiting teams
- New solo recruiters without 5 years of experience
Sales Nav starting filters
- Title: Founder OR Managing Partner OR Principal
- Industries: Staffing & Recruiting
- Headcount: 1-50
SECTION 04Worksheet 4: RIA / Wealth Advisor
Who they are
- Title: Founder, Principal, or Senior Wealth Advisor
- Owns or runs a Registered Investment Advisor firm
- AUM under $500M (we work especially well with $50M-$200M)
- Compliance-aware
Where they work
- Industries: Investment Management, Financial Services
- Headcount: 1-50
- Type: Independent RIAs (not wirehouse advisors with corporate constraints)
What triggers them to buy
- Recently sold a business (liquidity event in their network)
- Just hired a new associate, needs deal flow
- Expanding into a new client segment
- Compliance-cleared internal outbound process
What disqualifies them
- Wirehouse-only advisors (too much compliance overhead they can't navigate)
- AUM under $20M (probably can't afford the offering yet)
- Pure financial planning practitioners (not wealth growth focused)
Sales Nav starting filters
- Title: Founder OR Principal OR Wealth Advisor
- Industries: Investment Management, Financial Services
- Headcount: 1-50
SECTION 05Worksheet 5: CRE Broker
Who they are
- Title: Senior Vice President, Director, or Principal
- Specialty: Tenant-rep, landlord-rep, investment sales, or capital markets
- 5+ years of CRE experience
- Owns their book or shares it within a small team
Where they work
- Industries: Commercial Real Estate
- Headcount: 11-1000 (could be at a boutique or a major brokerage)
- Geography: US top-30 metros, especially NYC, LA, SF, Boston, Atlanta, Chicago, Dallas
What triggers them to buy
- Client just opened a new office (lateral expansion)
- Recently transitioned firms (new book to build)
- Specific submarket has heated up
- Looking for senior peer relationships in adjacent markets
What disqualifies them
- Junior brokers (under 3 years)
- Residential agents (different motion entirely)
- International CRE outside our supported regions
Sales Nav starting filters
- Title: SVP OR Director OR Principal
- Industries: Commercial Real Estate
- Geography: US top-30 markets
SECTION 06Worksheet 6: Coach / Consultant
Who they are
- Title: Coach, Consultant, Advisor (executive, leadership, or industry-specialist)
- 10+ years of operating experience before going independent
- Sells $5K-$50K engagements
- Wants 5-15 active clients on roster at any time
Where they work
- Industries: Management Consulting, Coaching, Professional Services
- Headcount: 1-10 (their practice)
- Geography: US, UK, Australia
What triggers them to buy
- Roster fell from 10 to 5 clients in last quarter
- Adding a new specialty or industry vertical
- Just published a book, need leverage
- Founded the practice in last 2 years
What disqualifies them
- "Generalist consultants" without a clear ICP
- Practices charging under $1K per engagement (too transactional)
- Coaches whose primary marketing is online courses/content (different motion)
Sales Nav starting filters
- Title: Coach OR Consultant OR Strategic Advisor
- Headcount: 1-10
- Years experience: 10+
SECTION 07Worksheet 7: Boutique Law Firm Partner
Who they are
- Title: Partner or Managing Partner
- Specialty: M&A, IP, employment, real estate, fund formation, immigration, or tax
- 10+ years of practice
- Books their own business (not assigned a book by the firm)
Where they work
- Industries: Legal Services, Law Practice
- Headcount: 11-50 (boutique size; not BigLaw, not solo)
- Geography: US, with strong presence in NY, CA, TX, MA, IL
What triggers them to buy
- Recent rainmaker partner left
- Expanding into adjacent specialty
- Hired a new senior associate, needs new client work to absorb them
- Practice area going through industry consolidation
What disqualifies them
- BigLaw partners (constrained by firm marketing)
- Solo attorneys (different scale of practice)
- Document review or contract attorneys (not relationship-driven work)
Sales Nav starting filters
- Title: Partner OR Managing Partner
- Industries: Legal Services
- Headcount: 11-50
SECTION 08Worksheet 8: Specialty Healthcare Practice
Who they are
- Title: Owner, Principal, Founder, or Managing Physician
- Specialty: Cosmetic surgery, fertility, dental specialty (orthodontics, oral surgery), physical therapy, concierge medicine
- Owns or co-owns a practice
- Practice revenue: $1M-$5M annually
Where they work
- Industries: Medical Practice, Health Wellness & Fitness
- Headcount: 1-50
- Geography: US (heavy local market focus)
What triggers them to buy
- Just opened a second location
- Hiring associates, needs more patient volume
- Practice partner left
- Expanding into a new service line
What disqualifies them
- Hospital-employed physicians (they don't market for themselves)
- Insurance-only practices (margin too thin for our offering)
- Concierge practices that already have wait lists
Sales Nav starting filters
- Title: Owner OR Principal OR Founder
- Industries: Medical Practice, Health Wellness & Fitness
- Headcount: 1-50
SECTION 09How to use these worksheets
- Pick the closest match. Most clients map to one of the 8 within a 70%+ fit.
- Edit the disqualifiers. This is where the practical filtering happens. Remove what doesn't apply; add yours.
- Test with 10 sample profiles. Pull 10 random names from a Sales Nav search using the suggested filters. Are they your ICP? If 3+ aren't, refine.
- Refine after 30 days. Real reply data tells you what the ICP actually is. Update the worksheet.
- Share with the SC team. Your account manager uses this to shape your campaigns.
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