Resources Worksheet
ICP & Persona Worksheet
Define who you should actually be targeting. This worksheet walks you through building tiered ICPs with clear inclusion and exclusion criteria, then detailed buyer personas your reps can use when building lists and writing sequences.
About this resource
Most outbound teams say they know their ICP. But when you ask them to describe it, you get something vague like "mid-market SaaS companies" or "enterprise tech buyers." That's a category, not a target. And vague targeting leads to vague messaging, which leads to low reply rates and wasted effort.
This worksheet forces you to get specific. It walks you through building tiered ICPs with clear inclusion and exclusion criteria (because knowing who you're not targeting is just as important as knowing who you are).
Then it moves into detailed buyer personas: not fluffy marketing avatars, but practical profiles that tell your reps exactly which titles to go after, what those people care about, and what language to use.
The output is a targeting document your team can actually use when building lists and writing sequences. If your reps are sending messages to people who were never going to buy, this is the place to start.
What you'll take away
- A structured template for defining tiered ICPs with specific inclusion and exclusion criteria
- How to build buyer personas that are useful for outbound (not generic marketing profiles)
- Clear fields for titles, seniority bands, responsibilities, and pain points per persona
- A framework for deciding which titles to exclude (and why)
- The foundation you need before doing anything else in outbound
Who this is for
Founders or sales leaders who haven't formally defined their ICP, or teams where every rep seems to be targeting a slightly different market. Essential if you're about to build lists or write sequences and want them to actually land.