GTM Science - A show for GTM and RevOps leaders Mastering ICP: Understanding Our Customers Better with Data with Brady Jensen
Dec 5, 2025
Brady Jensen, CEO of Clear Go-To Market and former sales rep, dives into the intricacies of defining an ideal customer profile (ICP). He explains that many companies misidentify their ICP, using his methods to validate it through non-sales conversations. Brady advises on focusing on unique buyer characteristics beyond traditional metrics. They also discuss when to walk away from clients outside the ICP for sustainable growth and share insights on competitive intelligence, emphasizing strategic signals over surface-level comparisons.
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ICP Is A Sorting Mechanism
- ICP is a sorting mechanism that groups buyers who operate similarly and face the same problems.
- Broad ICPs dilute messaging so narrow focus increases repeatability and buyer resonance.
Validate ICP By Talking To Prospects
- Recruit and talk to prospects in non-sales contexts to validate your ICP hypothesis.
- Stop chasing attributes that don't appear across multiple interviews and iterate until you reach data density.
Say No To Protect Focus
- Decide whether a prospect is opportunistic or desperate and say no if they derail focus.
- Walk away from mismatched customers even if profitable, to protect long-term repeatability and resources.