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Clarify positioning, then turn it into a lead-generation asset.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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02 · Marketing · Customer Research

Ideal Customer Profile

Defines an evidence-based ideal customer profile from research, customer behavior and jobs to be done.

icpcustomer-researchjtbdsegmentationgo-to-market

Ideal Customer Profile · Original SKILL.md

---
name: ideal-customer-profile
description: "Identify the Ideal Customer Profile (ICP) from research data with demographics, behaviors, JTBD, and needs. Use when defining your ICP, analyzing PMF survey data, or understanding who your best customers are."
---
# Ideal Customer Profile

## Overview
Identify your Ideal Customer Profile (ICP) from research and survey data. This skill synthesizes customer research to define the customer most likely to find value, retain, and expand with your product.

## When to Use
- Defining ICP from product-market fit survey data
- Targeting high-value customer segments
- Analyzing customer success and expansion patterns
- Prioritizing sales and marketing efforts
- Evaluating new customer opportunities for fit
- Refining target market definition

## ICP Framework Components

### Demographics
Who are they from a firmographic and personal perspective?
- Company size (employees, revenue)
- Industry or vertical
- Geographic location
- Job title and department
- Years of experience in role
- Education and background
- Organizational structure and reporting

### Behaviors
How do they work and make decisions?
- How they discover and evaluate solutions
- Buying process and decision-making timeline
- Technical literacy and product adoption speed
- Collaboration style (solo decision vs committee)
- Change management and adoption style
- Tool switching frequency
- Community involvement and peer influence

### Jobs to Be Done (JTBD)
What are they trying to accomplish?
- Primary job/goal they're trying to achieve
- Secondary jobs that support the primary job
- Emotional jobs (how they want to feel)
- Social jobs (status and perception)
- Jobs they avoid or want to eliminate
- Frequency and importance of each job
- Success metrics for completing job

### Needs and Pain Points
What problems does your product solve?
- Specific pain points they experience
- Current workarounds and limitations
- Impact on productivity or outcomes
- Cost or time burden of the problem
- Emotional frustration levels
- Barriers to solving the problem
- Available budget to solve
- Competing priorities

## How It Works

### Step 1: Gather Customer Data
Collect research about actual and potential customers:
- Product-market fit survey responses
- Customer interview transcripts
- Trial or freemium user behavior data
- Customer feedback and support tickets
- Churn analysis and customer lifecycle data
- Win/loss analysis from sales
- Competitor customer analysis

### Step 2: Segment by Value
Identify customer cohorts and their value:
- Highest LTV (lifetime value) customers
- Fastest time-to-value customers
- Lowest churn rate customers
- Highest expansion/upsell customers
- Most enthusiastic/engaged customers
- Best reference/case study potential
- Most aligned with product vision

### Step 3: Profile Demographics
Extract firmographic patterns:
- Common company sizes (employee count, revenue)
- Industry verticals and sub-verticals
- Geographic concentrations
- Typical department and reporting structure
- Budget holders and budget available
- Company stage (startup, growth, enterprise)
- Company culture indicators

### Step 4: Identify Behaviors
Map decision-making and adoption patterns:
- How they discovered your product (channel)
- Evaluation process and timeline
- Key stakeholders in decision
- Obstacles during sales process
- Product adoption speed and breadth
- Team involvement in onboarding
- Frequency of feature usage
- Support and service needs

### Step 5: Define JTBD
Articulate what they're trying to accomplish:
- Primary job/goal (functional job)
- Emotional dimensions (how they want to feel)
- Social dimensions (team and stakeholder impact)
- Success metrics (how they measure success)
- Context and constraints (when, where, with whom)
- Competing jobs and priorities
- Importance ranking of various jobs

### Step 6: Document Pain Points and Needs
Synthesize specific problem areas:
- Before state (current situation and frustrations)
- Desired after state (ideal future state)
- Gap size and impact quantification
- Emotional dimensions of the problem
- Resource constraints preventing solutions
- Skepticism or hesitations
- Success criteria for solution

## Input Format
Use $ARGUMENTS to pass:
- Research data (surveys, interviews, transcripts)
- Customer success/metrics data
- Product usage analytics
- Sales activity and win/loss data
- Existing customer database
- Competitive intelligence

## Output
A comprehensive ICP definition including:
- Firmographic profile (company size, industry, location)
- Behavioral profile (buying patterns, adoption style)
- Complete JTBD mapping (functional, emotional, social jobs)
- Top 5-7 pain points and specific needs
- Quantified impact metrics (cost of problem, value of solution)
- Decision-making process and key stakeholders
- Typical customer journey and timeline
- Go-to-market implications and messaging
- Disqualification criteria (who is NOT a good fit)
- High-value segment within ICP (ideal-of-the-ideal)

## Framework
Based on Jobs to Be Done theory by Clayton Christensen and customer profiling methodology. Combines behavioral data with motivational insights to define actionable customer profiles.

## Tips
- Use quantitative and qualitative data together
- Interview 10+ high-value customers for pattern identification
- Look for non-obvious demographic patterns (outliers can be high-value)
- Define both ideal ICP and acceptable secondary segments
- Revisit ICP quarterly as you gather more customer data
- Use ICP to evaluate all new sales opportunities
- Share ICP across entire organization (marketing, sales, product)
- Remember: ICP should drive focus, not exclude all others

---

### Further Reading

- [5 GTM Principles You Should Know as a PM](https://www.productcompass.pm/p/5-gtm-principles-with-frameworks-templates)
- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)

When to use

Defining who to focus on before positioning, campaigns or go-to-market planning.

What you get

An ICP with buying behavior, jobs, pains, disqualification criteria and evidence gaps.

How it works

Compare supplied cohorts, identify patterns and distinguish observed facts from hypotheses.

Requirements

Customer interviews, surveys or aggregate usage data; without evidence the output is a hypothesis. No scripts or mandatory reference files.

Starting prompt

Define the ICP for [PRODUCT] using [RESEARCH]. Use business-relevant evidence; mark missing or unproven attributes instead of inventing personal traits.

Not for

Inferring sensitive personal characteristics or presenting a hypothetical ICP as validated research.

What M11 added

M11 added task routing, evidence requirements, explicit scope boundaries and curated pack/relationship placement around the unchanged original skill.

Original authorship remains with phuryn/pm-skills · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Pawel Huryn

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Related skills & prerequisites

competitor-analysis · together — Ground target customer choices in a defined competitive market.

product-positioning · next — Use the evidenced audience needs to shape differentiated positioning.

Source SHA-256: 8d434df786db2290efb575f1d219c7e19650e7a7e3df9a5f4b82b0bd0d2ce298
Snapshot checked: 2026-09-28T10:51:36.060481+00:00

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Ideal Customer Profile

When to use

What you get

How it works

Requirements

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What M11 added

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