ICP Brief
Schema Doc
Working document · yours to extendLive walkthrough included
SprintCadence ·Fixed-scope sprint
An ICP rebuilt from cohort data, not from a persona deck.
A sprint covering CRM cohort analysis, customer interviews, behavioural reads, and triangulation against the public-web signal. Closes with an ICP Brief engineered for the bidding model and creative layers to consume.
Inside the Dynamic Intelligence layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Cohort-Blind OperatorSignal · Active
The Cohort-Blind OperatorThe ICP was written before the highest-LTV cohort emerged. AI optimization is bidding against an audience definition the data no longer supports, and the creative layer is briefing against personas nobody on the team actually believes describe the buyer.
Signals firing the engagement
CRM cohort data shows an LTV decile the current ICP does not describe
AI optimization is converting on audiences your persona deck flagged as out-of-scope
Creative briefs reference personas the customer success team does not recognise from real conversations
ICP Brief. Cohort-validated, interview-grounded, machine-legible.
A structured ICP brief built from CRM cohort segmentation, customer interviews, and behavioural data, triangulated against the public-web signal. Engineered for the bidding model and creative layers to consume directly.
How the sprint runs.
Working access · time-boxed cadence · operator-led
Phase 01 · Intake
Cohort definition and access
Business model, ARPU, retention motion, and current ICP confirmed with the demand-gen lead and a customer-success partner. Read access provisioned across CRM, billing, analytics, and customer-success platform. Interview targets identified across the highest-LTV cohort, with CS-team or interview vendor named as the recruitment route.
Phase 02 · Research
Cohort segmentation and interviews
CRM cohorts segmented by LTV decile, retention, and channel. 8-12 structured customer interviews scheduled and conducted across the top cohort, with the demand-gen lead invited to one live session for shadowed listening. Behavioural data ingested across analytics, session recordings, and intent surfaces.
Phase 03 · Synthesis
Triangulation and trigger mapping
Interview themes coded and triangulated against cohort segmentation and behavioural data. Buying triggers and decision frames mapped. Public-web signal validated against the first-party read.
Phase 04 · Delivery
ICP Brief and walkthrough
ICP Brief delivered as a structured working artifact with audience targeting spec attached per platform. Live walkthrough with strategy, creative, and revenue leadership. Brief is version-controlled and built for quarterly refresh.
Questions buyers ask before scoping Audience & ICP Model.
How many customer interviews are included?
8-12 structured interviews across the top LTV cohort by default, scoped at intake. Recruitment runs through your customer-success team or via an interview vendor where in-house relationships are constrained.
What if our CRM data is patchy?
Cohort segmentation works on the data you have, with gaps surfaced as part of the deliverable. Where CRM hygiene is the binding constraint, the brief flags it and the recommendation routes through the Conversion Infrastructure engagement before re-running the segmentation.
How is this different from a persona project?
Personas are narrative descriptions usually built from a few stakeholder interviews. The ICP Brief is cohort-validated against your actual LTV data, interview-grounded against real buyers, and structured for the bidding model and creative layer to consume directly.
Can the bidding model actually use this?
Yes. The platform-targeting spec translates the brief into Meta, Google, and LinkedIn audience and signal definitions, enrichment and exclusion rules, and creative-angle anchors. The brief is engineered to be machine-legible, not slideware.
Scope the Audience & ICP Model. ICP Brief at close.
Fixed-scope sprintSourced and datedICP Brief on close
After the sprintThe Strategic Read.Pair the ICP Brief with competitor, market, business, and brand as one integrated artifact.Other engagements under Dynamic Intelligence
Each is sold standalone or stacks with the others into a single foundational build.