ICP Alignment Score
A two-input alignment check. Enter the share of your top customers that match your stated ICP and the share that don't. Output: an alignment percentage and a verdict on whether to rewrite the ICP or re-target the pipeline.
Who it’s for: CMOs, RevOps leads, and founders who suspect their written ICP and their actual book of business have quietly drifted apart.
- 01
Look at revenue, usage, and longevity. 10 = nearly all of them fit. 1 = almost none match the written ICP.
Rare match5Near total - 02
10 = sales is closing the written ICP. 1 = closing anyone who will pay.
Scattered5Disciplined - 03
The sharpest ICP signal there is. 10 = most first calls. 1 = almost never.
Rarely5Usually - 04
Inverted reading — 10 = ICP accounts retain strongly (good), 1 = ICP and non-ICP churn at the same rate (bad, means the ICP does not describe fit).
No signal5Clear lift - 05
10 = same sentence, unprompted. 1 = they describe different buyers.
Disagreement5Consensus
Two honest choices. Rewrite the ICP to match the accounts you actually win and retain, or re-target the pipeline to match what you wrote. Do not pretend both will resolve themselves.
Read it honestly, not charitably.
This is an honesty instrument. The score is only useful if the inputs are rated from the accounts list, not from the ICP slide. Pull the actual top 20 and the actual new logos; rate against those.
The most common pattern is a top-match score of 7 and a new-logos score of 3. That means you know who you serve well — you are just not selling to them disciplined-enough. The fix is in the sales motion, not the ICP doc.
If champion self-recognition is low but top-match is high, your ICP is right but your first-call pitch is not ICP-specific enough. Buyers fit but are not seeing themselves in the story.
Three moves you can make this week.
- Move 01
If the gap between top-match and new-logos is three points or more, the ICP is right and the sales motion is wrong. Fix qualification, not the document.
- Move 02
If top-match is below 5, run the ICP width decision tree — the problem is almost certainly the definition, not the execution.
- Move 03
Re-run this quarterly. Alignment drifts — a year of aggressive growth can pull new-logos away from the top-match list by 20 points without anyone noticing.
Why these questions, in this order.
Five inputs because ICP alignment breaks in five predictable places: who you actually retain, who you are closing now, whether buyers self-recognize, whether the ICP predicts retention, and whether the internal story is consistent. Any of these alone is a weak read; four or five agreeing is the signal.
Top-match carries the highest weight because it is the closest to reality — the accounts you have, not the accounts you think you have. New-logos carries the second-highest because it catches motion: top-match can be flattering for a year after the sales motion has drifted off-ICP.
The calculator deliberately does not ask what your written ICP says. That document is often where the problem lives; scoring against it would confirm the bias. The honest test is ‘do your best customers share features that a colleague could name unprompted,’ and this score is a proxy for that.
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